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First Impressions

posted on August 19, 2009

usedcars

Last night Laura and I went car shopping and what was interesting was just how different we were treated at each dealership.

  1. At the first one we were barely noticed and when someone finally did come over to us to let us know that they’d have someone talk to us as soon as they can, we had already made our mind up about the car. Of course we couldn’t open up the back which is something we really wanted to check out and when we asked about it we got a boiler plate, “sorry about that” and he walked off.
  2. At the second, as soon as we got on the lot we were greeted. As we walked over to look at a car that fit what we were looking for we had to stop by the show floor so the salesman could get his cigarettes. I thought nothing of it till he lit up while talking to us about the car on the lot. Talk about instant decision never to buy a car from this dealership ever!
  3. At the final one we were greeted right away and shown a couple of options. They talked to us about the car and asked if we’d like to test drive it. We took it out for a spin, had a great conversation with the salesman and at the end he thanked us, gave us his business card and encouraged us to call him with any questions we might have.

Each of these left a longing first impression on me and as the saying goes, you only get one chance to make a first impression.

These first interactions will determine where I will spend my money and who I will recommend to others. I’m not alone in this and no matter what your business is you MUST be making a good first impression because everyone has options and no one has to buy from you.

This reaches beyond business of course as well. Each person you meet, you are making an impression on. We all form opinions about you the moment we meet you.

What are you doing to make sure that the first impression you give is a good one?

Photo Credit: Becky Lai (CC BY-NC-ND 2.0)

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Categories: Rants
  • http://www.stevewoodruff.com Steve Woodruff

    The “I really don’t care” first impression is the one that is most grating to me. If you don’t care, what are you doing there? And how much trouble are you going to go to for my needs? The only reasonable reaction is: NEXT!

  • http://stevegarfield.com steve garfield

    Hi CC,
    My last car transaction was with a nice sales rep who showed us the car, offered us cost plus, and made the sale in one visit. I will buy my next car from him if we choose hte same brand.

    For many of my older cars, I bought them on the internet. Sometimes via warehouse clubs like Costco and other times through membership sites. That way I just walked in and did a sales transaction with the internet sales rep.

    My real relationship was with the service department.

    When purchasing a car I like to determine the cost of the car, then do a cost plus deal instead of a discount on list price.

  • http://www.realmendriveminivans.com PJ Mullen

    I just had to get another car for the family myself and it blows my mind how antiquated the whole sales process still is for a buying a car in 2009. They are using sales tactics that in today’s connected world seem like they are from the 50′s.

    Like you, I researched all the cars we considered, determined appropriate pricing and went out to test drive. I left at least four dealer lots when they started pulling their stupid games when I all wanted was to see if it was the car my mom wanted in the first place. And don’t even get me going on the financing games. It drives me nuts that they just present a monthly payment, like that is the be all end all.

    Like Steve mentioned above when I did end up purchasing a car I did it all through the internet sales rep. The transaction was much smoother and I didn’t have to deal with the dealership’s nonsense.

    I was hoping that part of the auto rescue plan and all the dealership adjustments we would have seen changes in franchise laws so the manner in which cars are sold. The industry definitely needs to be made current in that regard.

  • http://www.linkedin.com/in/eranevenkesef Eran Even-Kesef

    Thanks for highlighting an important life lesson. People always want to interact with people they trust, and people they can relate to. It is interesting that buying a car has always been and still is one the most painful things to do.

    My only slight criticism to you, is that you should have also commented to the 3 people directly regarding your perception of their behavior. Hopefully they will run into this blog, and take it to heart.

  • http://www.davemadethat.com Dave Delaney

    You’re so right about first impressions. Last impressions also really count, especially in sales.

    Savvy car dealers know an ice cream trick. Families typically car hunt on the weekends and in the summer. A smart sales person would have offered potential clients a free tub of ice cream.

    Why?

    Because you would take it home to put in your fridge after receiving it, rather than going on to the next dealership. You wouldn’t want that ice cream to melt right?

    Chances are less likely that you would venture out of your home again that day (or even weekend) to continue the hunt.

    Thus, the last dealership and the cars you looked at there would be the ones you best recall. The ice cream also gives you good feelings about said dealership.

    Consumers will tend to forget about the first dealerships they visited.

    Good luck on the hunt C.C.!

  • http://www.scottmonty.com Scott Monty

    And Dave’s suggestion works particularly well when you’ve got a car with a freezer (hint, hint!). :-)

    Speaking from the corporate offices of a major auto manufacturer, it’s gratifying and frustrating to hear stories like this. Gratifying because it’s great to know there are franchisees out there who give a great name to a brand, but frustrating because there are those who don’t. It’s impossible to control at the corporate level, but it’s important to hear feedback like this.

    I’m assuming that the last experience was one of our guys. ;-)

  • Scarborough Dude

    When we went out looking to buy our Mazda we visited 3 local dealerships. The decision on where to buy came not just from the various prices quoted (all of which would be negotiable of course) but from the gut feeling we got from the salespeople who approached us, based largely on that immediate first impression. Mind you, the guy who pulled us aside so we could talk secretly about the best deal, and maybe win a flat screen TV while we were at it, clinched it for us – anyone but him! Nice job CC on taking a common experience and getting people to think about it and share.

  • http://www.purplestripe.com Lynette

    Try being a woman on her own entering a car dealership. Even worse, going with a guy (husband or brother for example) salespeople rarely talk directly to me unless they are showcasing the cup holders or baby car seat latches. Anyone that knows me knows I’m a bit ballsy – years ago I actually returned to a car dealer and salesman that talked down to me – driving my brand new fully loaded car from another dealership. And told his boss his ‘top’ sales guy was an asshole and then walked back out. I still smile when I drive past that (now closed down) dealership.

  • http://www.ribeezie.com Ricardo Bueno

    I’m conscious of the impressions others leave on me when I approach them for something (whether I’m buying something at the store or getting an oil change). Keeping that in mind and the good interactions I’ve had with service providers reminds me to deliver a good first impression. Also, I take pride in the work that I do. I like when somebody says “so and so says you’re awesome and that I should give you a call.” That kinda referral is great ya know? It makes you feel good and reaffirms that you’re doing “something” right. That also serves as a reminder to shoot for a great and lasting first impression. Anything short of that just kinda sucks…