Last week I bought a brand-new 2010 vehicle. The interesting thing about this fact is that I used to drive a 1986 Jeep Cherokee. I know, quite an upgrade right?! The old Jeep had its perks and made me feel comfortable but the truth is it had an old motor and a hole in the muffler that made a sound resembling a growling bear; hence, I called it the “Growling Bear”. Last year, while completing an MBA, the “Growling Bear” became a type of mascot for the MBA’s in our program. Every night, after classes, I would drive different people home in the “bear” and at the end of my MBA I promised to keep the “bear” as a memento of the world experience I had gone through in school.
However, since starting my new job at Morris Interactive, I am required to travel a fair deal in Saskatchewan and, although I was determined to hang onto the “bear”, I was awoken to the true reality of the “bear’s” condition… especially when smoke started coming out of the steering wheel. I took this as a definite sign, that it was time to get a new vehicle.
After conducting much research, I went to two dealerships. At the first one I wondered through the parking lot until finally I had to go in and ask a sales person to help me. He was very nice and came immediately to speak with me and walked me over to a 2006 vehicle. I liked it and he went immediately to get the keys. As we got in the vehicle I remember thinking I am going to buy this car. He put the key in, but the battery was dead. I walked back into the dealership with him and on the way I asked about making an offer. He said to me “you can try to go lower but my experience is they will give $1500 off.” He also told me my 1986 Jeep Cherokee was not worth anything on a trade in. I went home ready to come back and test-drive the car in a few days. In the interim, I went to my bank and was given clearance for a loan that was $3000 off the list price. I called the salesperson and told him I wanted to make a cash offer for $3000 less the price. He told me he did not think his managers would go for it.
That evening, on the advice of my father in law, I went to a dealership that was offering a clearance “Cash for Clunkers” sale. I am not usually one who takes part in gimmicks but I went anyways. As soon as I drove up to the lot, I was immediately greeted by a professional salesperson that came over to me. He said “let’s not try to sell you anything you do not like. So let’s go see if you like something. By the way I do not work for the dealership; they bring me in only for this sale every year. I am here to sell, but I want you to know who I am. We are paid to move metal off the lot. So I try to make deals!”
We walked and talked and in a short time I was looking at a 2010 vehicle. I communicated immediately I did not want to buy a new car. He smiled and said “well let’s take if for a drive and if you like it we can find a way to make it work.” While we drove he asked me if I wanted to drive to show my wife the car. He was nice; we never spoke about money, only about the car and our lives. He was open with me, telling me the kinds of vehicles he drives and confessing he had lost some property in a divorce. All along I knew we were sizing each other up, but we never spoke about this directly. I knew he had an interest and I had an interest. He was not trying to sell me on the car. He had accurately identified my issue which was buying a “new” car. In a matter of minutes he had been able to clearly understand my problem. He did not speak about all the perks in the car, but rather focused on how the deal could work. I admit that I like the fact he was listening to me, even if it was in his best interest to do so.
Once we got back we sat down in the dealership. “If you want to try to negotiate for this car, I promise you I will give them whatever figures you want. It’s your deal”. Like an office assistant he ran back and forth for a half an hour. They offered to give me $750.00 for the Jeep. I like this because I had only paid $500.00 for it, so I immediately felt I was saving money. I did not like the initial price so I asked for $3000 less. He hesitated and then remembering his promise he rose up and went into the back room. Shortly after he returned - “It’s a deal!” I then negotiated for a lower monthly payment and a few other perks. By the end of the deal I was in shock that I was signing a contract for a new car. I drove away happily and left the Jeep on the lot.
I am not a foolish investor, as it takes a lot for me to spend money. He identified my barriers and helped me to move through them. I also like that the dealership was going to pay me for the Jeep. Unloading an old vehicle is difficult especially if smoke periodically comes from the steering wheel. I also liked that he took my offer in without trying to dissuade me.
Now, I am sure the dealer made money on this deal, and I am not saying I got the best deal available, only the right deal for me. This was real customer service.He won and I won!
The next morning I received a call from the first sales person at the first dealership. The message said “I just wanted you to know I have been thinking about your offer and I am sure if I might be able to make them take it. Come down and we will talk about it…..”
I like my new car!
- Vince Bruni-Bossio, Strategic Planning Leader, Morris Interactive
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