Car Buying Ain’t What it Used to Be

I went shopping for a new car this past weekend. It was something we hadn’t done in about 8 years, and it was the first time since we got our Miata in 1989 that the car we were actually “shopping” in a dealership for was going to be mine. I have to say that the experience was drastically different than 25 years ago and even 8 years ago for my husband’s Prius, but not unexpected given the current information-rich culture.

This time, we got to the showroom having done as much research as we could. After visiting several car company websites, we had narrowed down our choices to three SUVs that we would consider based on what the most important factors to us are. In this case, we want an SUV that seats 7 comfortably (with flexible seating), is on the smaller size (to fit the narrow hilly streets where we live) and is not too pricey. My current car is a Honda Odyssey that we got when my husband worked at American Honda 12 years ago when our kids were young. For that one, we simply chose our options and ordered it through the company. This time, I didn’t know which model, let alone which brand.

So, we researched and compiled a grid of the top 6 cars and their pertinent specs, such as seating configurations, cargo room, wheelbase, gas mileage and price range. Only then did we head into the first showroom. We were fortunate in that two of our top three brand choices were owned by the same dealer and therefore had one salesperson to help us. Maria introduced herself and asked a few basic questions, at which time we told her that we were considering two models and wouldn’t be buying a car for at least a few weeks. We all loaded all six of us into the first car, being sure to put the rear seats to the test. Maria shared a bit about the car and waited for us to ask her more about its features and the various trim packages as we drove. She somehow knew we had done our research ahead of time and didn’t bore us with details we had already researched. Next we drove a second car of the other brand they sell and asked for her help in comparing the two. And then back to the first (and favored) car in a different trim package. After we were done, Maria offered us glossy sales material on the model we liked, and that’s when I first realized that this buying experience was vastly different than the last time I went through the process. This time I hadn’t even been thinking that I could get printed information about the car options from her. In my mind, that information was mine to find, not hers to influence me.

We went on to another dealer and had an experience that I hope never to repeat. Whereas Maria had guided us through the sales process, this salesperson (and the whole dealership, for that matter) seemed like he had thrown in the towel and hardly made the effort to impress us or meet us where we were. The dealership looked more like it should be in a B movie from the 70s, it was that run down. When we asked for materials on the car, the salesperson said he didn’t have any, and didn’t even offer us his card. To be polite, I asked for it, but had to follow him into the office to get it.

It wasn’t until after I had test-driven four cars and was driving away (with very hungry and weary family members) that I appreciated how the process had changed from the traditional car sales experience. In the context of Duct Tape Selling, Maria was effectively demonstrated skills that are required of salespeople today. She had truly acted as a guide in the sales journey and helped us make sense of the information to find the best fit for us. She didn’t take a hard-sell approach, but rather actively listened and sparingly shared her expertise when we asked her to. It was only as we were in the showroom having gotten the brochure that we heard anything close that resembled sales pitch. Maria said, “I wouldn’t be doing my job if I didn’t ask you if there is anything I could do to get you into a car today.” And then when we shook our heads she added, “I would just ask that if you decide to buy that car, that you would give me the chance to earn your business.”

Oh, and to cap it all off, she called, “Dad” and introduced us to the sales manager, her father, who gave us his card and told us they’d treat us well.

We hope to buy our car from Maria, but only after we spend some more time online and figure out the exact options, get a quote from an online source and line up financing. At minimum we’ll give her the chance to earn our sale.