I’m in the process of trying to buy a new car, and the experience has given me no choice but to assume that the economy is in such a positive state that thousands of people must be walking up to car showrooms with suitcases full of cash and throwing them at voracious sales reps.
I’ve come to that conclusion because despite being a serious buyer, with an above average budget, I’ve found it almost impossible to get car dealerships and sales reps to take me seriously and help me relieve myself of my hard-earned.
To give you some background; I have a wife and two children. The car will be used mainly by my wife for transporting our children, but also for her part-time commuting. So as you’d expect, my main motivations are safety, reliability, user-friendliness and functionality. My secondary motivations are softer, but are around efficiency, cost to run etc, and my third motivations are fuelled by my male ego and mean I’ll probably end up spending more money to get some better performance and gadgets than is necessary or prudent. I also have illogical and irrational marque prejudices in a silly desire to ‘keep up with the Jones’. I am a flawed human being.
The bottom line is: I am, or should be, a sales rep’s dream. I will make a purchase based on emotional needs – my family, my desire to own something German and expensive, my irrational behaviour. I will spend more money than I need to. I also, because of the impending expiry of our 3 year lease agreement on our current car, don’t have that much time to mess around.
I am, in marketing parlance; ‘Ready To Buy’.
So, I’m scratching my head to understand why sales reps aren’t banging down my door to try and push their vehicles onto me.
I’ve done everything that they wanted. I’ve downloaded their glossy brochures, filled out their contact forms, requested call-backs, tried to arrange test drives. I’ve not been completely unsuccessful – I’ve had 2 separate test drives, and several phone calls with dealerships, but that doesn’t hide the fact that none of the brands that I’ve dealt with – Volkswagen, BMW, Land Rover, Mazda, Nissan, Audi has a joined up, integrated, new business/CRM programme.