J & J Automotive Sales Essay

Replicate business and referrals from pleased clients are fundamental to success in selling. The longer you work in sales as a professional person committed to treating your customers right, the higher and higher will be the proportion of your business emanating from repeat business and customer referrals. By contrast, think about the stereotype of the person we would generally consider the antithesis of professionalism in selling, the used-car salesperson. Of course, there may be some used-car salespersons out there that are professional businesspeople, but by and large their reputation is not exemplary. The reason? We believe it has a lot top do with the fact that the person selling in the used-car lot sees the prospect as an opportunity for a one-time transaction. Seldom will a customer return to that same used-car lot for a repeat purchase, and the used-car dealer virtually never has service facilities for developing an ongoing relationship after the sale. Used-car buyers rarely refer friends and colleagues to the dealer they bought from. When they do, it’s because of the availability of a particular vehicle rather than the dealership per se. Compare that with successful new-car dealership, especially those at the high end, who want you as a long-term customer that will refer friends and colleagues to the store and its salespeople. If you’ve ever dealt with a dealership like that, you’ve enjoyed a personal relationship with your salesperson and the service department reps, which is well worth paying for. You’d certainly agree that your salesperson does not fit the stereotype of a used-car salesperson. It’s just one illustration of a business which appreciates the fact that its survival is contingent upon repeat business and customer referrals. Joe luckily has good dealing relationships with his customers which is a good start in countering this stereotype. Not only must he be aware of the features associated with a variety of models, he must also be familiar with mileage, modifications, rebuilds, and the quirks of each car on the lot. As such, he could work against the stereotype as a slick con artist looking to make a quick buck. Part of this, may be due to the larger commissions used car salespeople like Joe make on each sale, thus encouraging them to complete as many sales possible. While stereotypes abound regarding used car dealerships, it is unfair to cast a negative light on the entire used car industry. The bonded dealers behave like other principals; some are up front and cooperative; others disappear or simply refuse to cooperate. Now while you consider you have seen and heard it all, a new claim presents novel and astonishing facts. For example, you are looking for a second-hand care and Joe activates your stereotype of ‘used-car dealer’. However, the car looks quite good buy. Is he lying to you or is he offering a good deal? If additional information seems to fit your initial judgment then you have category confirmation. You are confirmed, in your view of the salesman and leave it at that. If, however, the category is not confirmed, then you engage in re-categorization, and attempt to find a category that is a better fit – maybe the Joe is re-categorized as ‘helpful assistant,’ who sold cars honestly. Since Joe has this characteristics of passion in cars and the sincere concern to his customers, having this kind of stereotype would not hinder him from obtaining good customers, because he will, of course, gain their trust and as such, would gain good relationship with them. As a customer on the other hand, having Joe as a salesperson of used cars, I would definitely come back to him and get another good deal in buying his cars. The stereotype wouldn’t definitely affect my relationship with Joe as his customer and surely would come back for another deal. AutoNation created a huge business by exploiting the public’s perception of used-car dealers. Middle-volume dealerships with less expensive cars try to increase sales volume by getting uncertain customers the larger dealers ignore. They track sales workers to make sure they follow a prescribed script with customers. Smaller suburban dealerships also concentrate on uncertain customers but some also give special services like loaner cars and pick-up and delivery service in hopes of repeat and referral business. Reference: Kimball, Bob, and Jerold Hall. Selling in the New World of Business. Binghamton, New York: Haworth Press, 2004.