AUTO-FOCUS
How not to sell or keep customers
By Ed Baxter
November
2007
In my years
of actively following trends in the automotive sector, there have been good
experiences, bad experiences, and experiences that make you want to do a
double take. Some dealerships and repair facilities have a long way to go
in many respects before receiving patronage from some members of the public.
Here are more than a few interesting encounters and events of the last ten
years…
Leaving car alarms activated in the showroom
Sometimes,
life was better before alarms became standard equipment, especially those
that seem to play (bad) music and sound effects at the worst time for at
least a minute - think in the middle of the night when a stray dog decides
to chase a stray cat over a car parked outside and you are waken up. Don’t
forget the ‘panic’ button on the modern key fob, which if one accidentally
trods upon late at night, will usually be the
button activated, almost like a slice of buttered toast landing on the floor,
face-down.
When a
car is indoors, what can be achieved by startling people half to death? An
elderly man had an angina attack from an alarm and was wheeled out on a stretcher,
with the receptionist and a few other staff members laughing at him for most
of the time. It was clear from this happening again and again (and
again…) that there is a refusal to apologize, while learning nothing at the
same time.
I am learning
how to disconnect and safely reconnect a battery, this reason being among
them. A little inconvenience may save lives at the best and worst of reasons.
By the way, the elderly man was apparently trying to make off with a car
that was in the dead centre of a crowded showroom and would have to been
beamed up and out a la Star Trek, should that technology now be available.
Trapping people in the back seat with the child safety locks
Help, let
me out! Thump-thump-thump… Trapped inside a car during extreme temperature…
what can be fatal to dogs is equally fatal to humans, especially children.
However, there is also the issue of becoming imprisoned due to laziness and
dare I say negligence. Being trapped in the back seat has happened with embarrassment
during the freezing cold, or at one point in the middle of a heat wave, in
a black vehicle, of all the luck. What a way to be parboiled!
The first
time this happened was with my father, long (but not too long) before I began
to drive. In 1993, I once actually had to climb over the front seat of a
Chrysler New Yorker to get out and open the back door when below zero, and
ended up putting a shoeprint on the ceiling in the process. Anything to counter
the twisted sense of humour of the
gaoler who saw may father and I arrive on the premises beforehand.
Since then, I take a good look at that switch before shutting the back door,
or barring that, make sure the windows are lowered, with someone around to
hear me thumping and shouting.
Sneaking up on customers, or `Don’t you ever knock?`
Now that
we have covered the issue of being
unjustly spooked, anyone hate being frightened to death by someone who effectively
sneaks up silently and says 'boo' right behind you? The most famous incident
witnessed was not by someone saying boo, but when someone decided to just
approach, then open the driver’s side door of
an older BMW without warning, causing the customer to fall out to the ground
and injure themselves with a bloody scraped elbow. Was any help provided,
including a bandage or antiseptic? Not on your nelly
!
Having the character of a gangster
A sure
way not to respectably do business, or to keep anyone on the premises for
more than a few seconds:
‘How
much is that Mercedes?’
‘How
much do you have?’
‘I would
like to know the price of the Merc, please!’
‘Well,
how much do you want to spend?’
‘Oh,
forget about it!’ (not fuhgeddabutit
)
Or, there
is the classic ploy of pretending to extort money for merely looking at a
car, such as what occurred on
At the
auto show in 2002, a bunch of stereotypical fedora-wearing goons were surrounding
the Bentleys and Rolls-Royces, which were behind simulated cast-iron fencing.
They clearly weren’t from under the Union Jack, not even as far as Lock,
Stock and Two Smoking Barrels is concerned! Oh, yes, and they barely moved,
to prevent people from getting good photos of the Bentley Azure. Unanswered
question - just what were they doing at a car show to begin with?
Probably intimidation of the masses.
What can
one say about tire and wheel ‘specialists’ in Waterloo who have several unpredictable
Chow dogs lying on their front lawn with their handful sample rims, complete
with a plastic igloo? Perhaps as a means of intimidating
and controlling customers, neglecting the fact that a school is right across
the street.
Crazy, Man, Crazy, or We have a failure to communicate
There was
this one-time incident in
For something bizarre, how about being stared at with dancing eyeballs from
someone behind a parts counter, perhaps trying to hypnotize me into buying
more?
A reader
told me from an experience at a Chrysler dealer in
Print advertising
isn’t cheap, so proofreaders, please!
In one full page advertisement - ‘Power window, power door lock, power mirror…’
We can assume the car had only one seat. The script was read out the same
way on a cable TV advert as well.
How’s about
disrespecting someone's name?… schoolyard taunts
such as ‘Edward Scissorhands’ should stay in
childhood and the schoolyard. BTW, for the [obvious] record,
My birth name is Edward, not Andrew, which so many people these days
seem to confuse. To paraphrase Frances Sternhagen
as Doctor Lazarus (in the Sean Connery film
Outland) - Listen, Ed-WAAARRRD… An-DREWWWW! They sound completely different!
(Don’t you agree?)
Depending
on how he registered himself with the MTO (doubtful it is Willard Gordon
Galen Weston), international biscuit and grocery magnate Galen Weston Sr.
would be written down by some as Willard G G Weston.
I corrected someone who incorrectly took my particulars down, and couldn’t
understand for the life of her that not all people are known by (not ‘go by’)
the very first given name in their birth certificate.
Then there
is the classic stupid question, ‘Do you have a driver’s license?’ GONG! Dumb-Dumb-Dumb!
Sadly, some police officers ask that question, too, to people who have been
on the road for years, not just new drivers who wish they could look older
for the sake of a little respect. As to your license, don’t leave home without
it!
Car jockeys who should be in NASCAR and stunts
Fleet managers
should have job candidates for jockey/shuttle driver evaluated - read a road
test - before hiring. At the CNE grounds in 1997, the sight of a valet bashing
into a portable fence on castors with a brand-new black Cadillac Seville
made me cringe. Note to manufacturers - encode the ‘valet’ key so that speed
is limited, performance features are disabled and obstacle detection devices
are really sensitive.
Am wondering how some general managers would react to their jockeys and shuttle
drivers doing 80 in a 60 zone, minimum, or 70 in a 40 residential.
What they don’t know won’t hurt them, unless served with a writ. In the case
of one jockey speeding, he didn’t have to meet a deadline,
or to get back to use the bathroom - he wanted to get back to watch the
game playing on the telly.
Thanks
to a video phone, someone was filmed scrambling to the curb in terror during
a downpour to avoid being struck down by a parts truck ‘What’s your problem
buddy?’ As if he didn’t know, being almost creamed is certainly a problem!
BTW, ‘Buddy’ was a middle-aged woman recovering from a rollerblading accident.
Misplacing items, playing Finders Keepers
During
my stint in retail, I was designated a key-holder for a store’s locker
(read: mini-warehouse) in a mall, and one night I had to rush back to the
store before closing (a 20 minute drive) for forgetting to leave the key with
the night manager. Should have, but didn’t get, a medal pinned on me for dedication,
bravery and company loyalty, but my devotion would have made me a contender!
Have recalled
a greenhorn putting on a frantic search for the keys to a silver Cadillac,
looking through the safe and a shoebox, before declaring -‘oh, he (a salesman)
must have forgotten they were in his pocket!’ and giving up with a yawn.
It was later revealed the forgetful salesman actually went on a long weekend,
and upon returning to work, nonchalantly returned the keys.
The customer who couldn’t access the silver Cadillac found another
and bought it in that period of time.
What can
one say about staff keeping items that are forgotten, such as wristwatches
and designer sunglasses, or goods which fall out of customers
pockets, like fancy pens (a gold-plated Cross) and Swiss Army knives. Okay
for an episode of On The Buses, less so in real
life.
QC 101
Loose trim
and faulty equipment does not inspire confidence when one is going to invest
in anything new, or reasonably used. I can remember watching a child practically
getting squashed against the steering wheel with a sliding front seat in
a sedan that was actually intended for a coupe. ‘
Noooo! Help meee!’
Due to
the sciences of weight distribution, there is the issue of contending with
a loose lower rear seat cushion (battery underneath it) that tipped someone
out of the back seat due to someone forgetting to reattach it following maintenance.
At auto
shows: Hood releases detaching in one’s hand, storage armrests that won’t
stay shut, heavy glove boxes that won’t lock properly (and suddenly land
smack-dab on one’s kneecaps) or poorly-glued fabric interior panels coming
loose at the wrong moment. It clearly wasn’t someone’s day!
Being ashamed of a parent company
Ah, materialism
and snobbery… how some react with terror that Lexus is mentioned in the same
breath as
Whoever
had read the riot act at Acura should have been told to beware, as that customer
could be a mystery customer, read: someone sent in from head office… I have
done this for a few corporations, and I submitted some very interesting reports.
At one
auto forum, I had to educate someone who was unable to comprehend that the
Infiniti I30/I35 actually was the top-of-the line Maxima
GLE, a highly desirable model in many countries where Infiniti does not exist.
Canadian customers could at one time order a Maxima Brougham, which when
driven across the American border tended to be looked upon with intrigue
and mirth, with the exception perhaps being Florida, where it is common to
see fake convertible tops, excess chrome and whitewalls on anything on wheels.
At one
GM dealer in
Having no knowledge of (or interest in) the parent company’s international
operations or products
Things
are changing these days…for the better, given globalization and the need
for more world cars or world platforms. I wish that there was more world-wide
styling, too to go with the world names.
Some are
familiar with the privately-imported cult favourite
Nissan Skyliner, but the Sunny (
Sentra), Cherry (Pulsar), Silva (SX) and Bluebird (Stanza) were very
common names, esp. in
The reaction to the Australian-built
Pontiac GTO - 'It's not a real Pontiac, just a rebadged
Holden' and written hostility for Jaguar basing the X-Type on the present
Ford Mondeo have made me wish that I could hang
a sign on the complainer reading CAN'T SEE PAST END OF NOSE (among other
things). Maybe if the equivalent models of which the GTO and X-Type are based
were on sale at the same time would there be a reason for not buying.
On the
same wavelength, Ford`s original
Mondeo world car reportedly cost a fortune - over a billion dollars
to develop, yet is practically forgotten in Canada these days, despite being
sold here as the Contour/Mystique for five model years. Perhaps only a small
amount of that billion trickled down to the simple fact of promotion…
Unaware of past joint ventures
It pays
to keep old those brochures and reports at hand, especially when not everyone
has internet access these days. This paid off handsomely when a client of
mine needed proof that the original Mercury Villager and Nissan Quest
were effectively the same car built in the same plant. One of Ford’s
parts reps was fairly young and he had never heard of, much less seen a Mercury
Villager the minivan, not the wood-sided wagons from the 1970s and early
1980s, and to boot was only vaguely aware that Mazda and Ford were interconnected.
From 1985
to 1988, the Toyota Corolla and Chevrolet Nova were practically identical.
Someone had taken her 1987 Nova to a
Being oblivious to past products, or common dimensions
In an as-is,
or ‘you save, you certify’ lot, there was a rare, mint condition 1990 Chevrolet
Caprice Classic for sale. For nostalgia‘s sake, as my father once owned a
Caprice, I asked to look inside. ‘
cooo it’s so big!’ was the reaction to the
Chev, on several levels, as if it had been beamed down from another
planet. Did quite a few eye rolls on that occasion.
Maybe it
was metric, or that he was coming from a place
where smaller is common - a leasing agent made the mistake of claiming that
the 1998-2002 Oldsmobile Intrigue was a ‘full-size car’ - wrong-a-
mundo!!! The
Respect my wheels!
Would you
want someone disparaging your pride and joy? Calling it a taxi or a hearse?
Financier and former LG Hal Jackman was known
to drive a rusty older car that was towed away from a meeting of the Argus
Corporation upon the thought it was abandoned. While Mr.
Jackman has a few million in the bank to keep his dignity at a certain
degree of permanence, us common lot have to be respected.
Someone
else on the same payroll as the one in awe of the aforementioned Caprice
declared the same vehicle to be ‘an old car’, which conjures up the image
of a rusty, obsolete, about-to-collapse jalopy. Flip-side: cars and trucks
are generally lasting longer these days, so hopefully such smart-ass comments
will not be so common a few years from now.
The younger
generation also respect tradition too! While admiring
a new Lincoln Town Car upon having service done, someone on staff giggled,
‘You’re too young for a Town Car. Get a Mustang!’ The
rebuttal? ‘A Mustang’s too small for my kids and their stuff!’ The
vehicle being serviced was a rusty but dependable 1993
Sour milk and cream for the complimentary coffee and tea.
Free or
paid by coins, beware equally. Like a bad comedy full of clichés, the refreshments
at some dealerships and service centres are not
always gourmet. Many spit takes have been witnessed, often out the door or
into a nearby sink, and then there was a case of an earwig (or two) discovered
in the sugar.
This was
common at Manulife Financial, in the refreshment stations at their
Vengeful towards customers
The customer
is always right. Failing to follow this maxim drove someone to buy a used
luxury SUV privately, with no warranty - what was on a hidden tape recorder
revealed why… the young salesman went on a profanity ridden tirade against
the customer, with the suggestion that he was on starvation level and not
buying the SUV from him would impoverish him. After the tape was played for
the sales manager, Mr. Greedy is now collecting the dole, at last report.
Expecting customers to buy on impulse
Unless
one is filthy rich, which still isn’t likely, is one seriously expected to
buy a vehicle like an appliance or a television set? Some think so… I only
sat in the driver’s seat of a
The same
question was asked another time - earlier when a car wouldn’t even start
up after repeated tries and cranking.
`Let me have your phone number…` To which I declined, and he couldn’t understand
why.
An early
1990s Mercedes-Benz S-Class, owned by someone with more money than brains…
damaged bumper cover, shredded windscreen wipers, which suddenly stalled
at an intersection and required a tow back
- received a phone call a week later… ‘are
you still interested?’ My answer - `you’re joking, aren’t you
?`
Footnote: The salesman
where the Merc was being sold (an Oriental) had
no idea about the procedures when a car is broken down... in
Problem?
What problem?
Am on the
verge of discovering the root cause of a suspension ill that has made a loud,
extremely noticeable rattle - a month ago, upon having work done to solve
the problem, consisting of a day’s notice, plus an hour of waiting, I drove
away to hear the rattle, still. Discovered that who did the repairs and supposedly
drove the vehicle couldn’t speak at all - he simply shook
or nodded his head to communicate. Two hundred dollars went
down the drain, and the original part went to the scrap heap.
In
In the
summer of 2001, I drove a car for sale with shockingly bad and practically
useless brakes - the excuse for allowing a vehicle to even be test driven
with bad brakes was that it was ‘as-is‘. Maybe there was no room on the premises
for it to be stored, or sheer laziness to call
the wholesaler or scrap dealer? Sorry, but knowingly putting someone’s life
at risk to make room is my definition of negligence!
Service bay workers who lose or damage items and expect you to replace them
Oil plugs
are the most common. I admit to have been taken for a dollar here and there,
but no more. When the pit crew didn’t lose a plug in a drainage tank, there
was the discovery that the plug was ‘burred’. My mechanic examined the damaged
plug and verified that the damage was deliberate - pliers were used to damage
the screw grooves. Fraud and theft
starts with the little things…
Assuming the customers are mind readers
Would it
really harm the dealer profits to put a paper SOLD sign on the dashboard?
You are given silence and a blank stare whenever you suggest this,
like you are crazy. Maybe some people are unable to admit that they are wrong.
Over
the phone:
‘On
your website and in the paper, you have listed a 1995 Olds 98,
Blue, with 95K at $8000 - Is it still for sale?’
‘Yes,
the price has been reduced to $7700.’
After
arriving at the dealership 30 minutes later…
‘Sorry
that was sold yesterday’
The words
heard after learning of the car’s sold status can’t be repeated.
Then there
was the case of ‘I am never wrong!’ in a basement showroom. For getting flamed
for accidentally sitting in a station wagon that was sold, yet with no way
of knowing so, I picked up a piece of scrap paper, scrawled ‘SOLD’ on it
with a ballpoint, and left it on the dash. ‘What is this doing in here?’
My response: ‘Warning others, about the vehicle being sold, plus
you.’ The general manager was listening behind a curtain, and demanded to
know why the sold car wasn’t properly prepared. My role was thus complete.
Slippery floors
After a
major renovation, to keep the floors fancy and new-looking, the janitor went
overkill on the wax polish at two dealerships. Leather soled shoes have practically
no traction on ice, and ice-like floors are a clear and present safety hazard,
as will be proven. While on the phone, I was thought to have heard an explosion
in the background, and the call was ended on the belief that a bomb had gone
off. I later found out that someone actually slipped and crashed through
a large display case, which must have been with extreme force
The display case in question was of the same size as a store window,
which another person, a store manager, was destroyed in the same manner during
a boxing day sale when customers were pushed up against it.
Elsewhere,
not too long after, someone later went down some steps and almost broke his
nose. We found him lying in front of a tire display, blood on the floor.
After the injured man was treated, the only appearance by the sales manager
was to request cleaning up the mess. Whatever happened to priority these
days?
Enter and park at your own risk
Have some
property managers forgotten about Canadian winters? Customers shouldn’t have
to contend with icy footpaths (where’s the salt?) that are best accessed
with skates. Then there is decorative masonry that damages your car door
trim, because it’s too high, and the rules that you have to park facing west,
making easy exiting impossible. Some designated parking spots are so small
and tight that the sunroof has been considered as a means of exit.
And then…
there was this case of a newly-formed curb that was a bit higher than average.
Someone with an 80s sport sedan did not notice anything peculiar and when
backing up and out, he put two wheels on the curb, scraped the outer undercarriage
and broke off part of his lower body-kit, The answer to his complaint? No
apology, no investigation, but ‘contact our
body shop’ - a true story!
Intimidating children
At one
dealership I briefly worked at, the best part of the job was being able to
see what was going on over the sales floor. Once incident I witnessed was
the exception to the rule. A small boy, no older than nine, was on the sales
floor, bored, and clearly waiting for his parents. Like any normal boy of
that age, he decided to explore all the vehicles for sale, until he was cornered
and repeatedly asked ‘Do you have the money for that car, well do you?’
The boy,
who never made a noise, was shivering in silence by his parents for the rest
of the time in the showroom. At the end of the day, I asked what was achieved
by the intimidation. ‘We must keep the cars clean and stop wild children
from disrupting customers’ was the answer, to which I didn’t reply, just
pulled a winter floormat out of a minivan and
let the gravel fall on to the showroom floor, and pointed out a few greasy
smudges (from the lot attendant’s fast-food) on the interior trim. More proof
that some kids are more mature than those much older, if can be deduced by
one troublesome former neighbour in my apartment
building…
Never judge a book by its cover
This may
be funny on TV such as when Hyacinth Bucket mistakes the lord of the manor
she is visiting for the gardener, but when selling, one cannot afford to
make deliberate personal attacks, regardless of age.
Bloke of
an indiscernible age, wearing casual clothing that wasn’t too casual was
getting repairs done at GM and decided to go to the showroom, not being interested
in old magazines and daytime tv
. For getting into a Cadillac, he was told flat-out by the snobby saleswoman,
‘you don’t look like you can afford that,’ and ’don’t play with the controls’.
Oh, the
irony… not only could he afford a Cadillac, but he had owned a couple beforehand,
as proven by the grimy old MTO registration card that was still in his wallet
and almost disposed of. Parting words to Le Snob?:
‘Ahhh, brown leather shoes…very fancy! Did you
buy them that way, or did they get that colour
from dipping them in chocolate? I mean, you have to have some sort of a sweetener
when you put your foot in your mouth.’
Disregarding the laws and rules of the road
When a
colleague of mine was taking a used car for a test-drive
, the sales office at the dealership had no dealer plates left. The salesman
told the customer, ‘You can drive… I am the plate’ and insisted on the car
being driven along a roadway at the auto mall, which was still a public road
where the police would wait for speeders. Would that sentence ‘I am the plate’
have stood up in court had the police stopped the driver for operating an
improperly registered vehicle?
After having
a minor fender-bender (actually dislocated trim), the body shop with the
best rate and quality work was a few miles away. When the job was done, the
shuttle driver collected me in an older Ford Explorer, and drove like the
wind, swerving, tailgating, and charging through yellow lights all the way.
Even if it can be cheaply repaired, put your older car at risk, not your customers!
What difference does it make where one is from?
Being a
member in good standing, I sure miss the old [British] Commonwealth! Once,
I pretended to be from
In
My equipment, my rules
A customer
who had received regular service from a
A little
bit of checking around indicated that a dealer mechanic not to far away in
Leaside had once been notorious for getting into
fights with coworkers, such as for them washing cars the wrong way, parking
their vehicles in ’his’ space or not following his methods of work in the
service bay. Customers could hear him yell if in earshot, too, and were perhaps
terrified of putting anything but good comments on their feedback cards.
Goes to show what a poisonous work environment is.
An unwelcome sales environment
It would
be interesting in the sales figures for places that cordon off their pricey
but mass-production cars for sale (such as certain Cadillacs
and Corvettes) in the showroom with those devices used in bank queues, as
well as shadowing customers like shoplifters and with ‘the evil eye‘ or ‘In
Hong Kong you’d be dead’ stare. Most Jaguar and land Rover dealers have
people shadowing anyone who comes into the showroom, and tend to become personal,
too… see for yourself, and if you must come by car, park off premises, so
your number plate info won’t be taken down.
It really
makes me wonder about the agenda behind having an after-hours janitor of
questionable mental capacity unintelligibly confronting someone for looking
at an older (1967) Rolls-Royce that has been parked outside in the ice, slush
and snow with other used cars for at least two weeks.
While at
one Mercedes-Benz ‘retailer’ I placed my coffee cup behind a tire, out of
the way of other customers. Was then torn into for doing so, citing the example
of a few minutes earlier, where a couple of teenage boys left their ice caps
out on the floor and were nearly knocked over, I was ordered to finish my
coffee in the waiting area. Different rules for different people? Yes! Should
it be allowed to stand? No!
Watch your language!
While working
in
This was
just a corner lot, so I wasn’t expecting total perfection in service, but
the salesman/head mechanic/owner began to use profanity as a punctuation
mark to answer my questions asked about the car.
My parting
words were : ‘I will have to consult with my diocese’.
Stop if you’ve heard this one before…
What is
it about
To conclude, sell well, don’t sell pell-mell!