The Car Bizz

You are working with a customer who is considering the purchase of a new vehicle.  You have had a great introduction and you find that you have several things in common with the customer. You ask all the right questions to find the customer the perfect vehicle.  The customer loves it, and wants to move forward with the purchase of the vehicle.  Since you have asked such great questions early in the process you know that this customer is concerned with payment.  Your salesman leaves the customer at the desk to get final approval on the numbers with a manager.  All signs point to a happy customer and an easy delivery.  In the meantime there is laughing in the background and a couple coworkers high five each other regarding something completely different.  The salesperson makes their way back to the desk and the tone of the customer has completely changed.  They are now defensive about accepting the vehicle, and walk out of the dealership.  The salesperson is left dumbfounded wondering what went wrong.  Naturally the salesperson starts replaying everything that took place with regard to the transaction.  Did I say something wrong?  Was it the wrong vehicle? Was it the payment?  Nope, the customer simply perceived that they were being taken advantage of because of some unrelated actions of clueless people in the showroom.

It's almost as if some people are completely unaware of their social surroundings.  I have heard it before, excuse after excuse.  I didn't say that, I didn't do that, but guess what, it doesn't matter what you did or didn't do or say!  It matters what the customer perceives.         

In a setting where the customer is likely already on edge, defensive, and looking for any sign of being treated unfairly.  The entire dealership has to be aware of their actions, terminology,  processes, and social surroundings.  So we have to ask ourselves, why are customers so defensive when buying a car to begin with?  Why is automotive retailing one of the least respected professions?  What can you do to improve customer perception of the car dealership?  How can you align what the customer expects with what you can provide and even over deliver on those expectations?