I walked in a buyers' shoes this weekend, and came home with some lessons learned as well as a new car from Adams Jeep of Maryland.
A personal referral is the best possible introduction.- If a buyer walks through the door, he/she probably wants to buy - not just try.
- Listen to the buyer's wants and needs.
- Know your inventory well, so you can promptly present buyers with something that matches their wants and needs.
- Know the financing options well, so you can quickly calculate the required cash up front and monthly payment.
- Buyers want EASY, so don't drown them in details unless they ask (or the information is a required disclosure).
- Don't insult the buyers by talking down to them.
- Buyers are not automatically raving fans.
- Thank buyers for their business.
- Follow-up after the sale may determine if buyers will be raving fans.
For the past year, my hairdresser has been a "raving fan" for the car dealership where he purchased his vehicle. That's why my husband and I drove 75 minutes to find out what made that dealer so extraordinary. We didn't drive all that way, passing many other car dealerships en route, to window-shop. We wanted to buy a car from someone who would value our business and provide great service during and after the sale. (1 and 2)
The sales person to whom we were referred listened to what we said, pulled out the paperwork on a car that fit our wants and needs, and worked out two financing options for us on that car - one with their rebate, and another with 0% interest. (3, 4 and 5)
Satisfied that a purchase was doable within our parameters, we were ready to go for a test drive in the car the salesperson had identified - he was right, it did satisfy our wants and needs. We didn't feel compelled to look at any other vehicles or financing, even though they had a parking lot full of cars and probably a whole menu of financing options and lenders. (6)
We were having one of those "raving fans" experiences ourselves until they sat us down at a table to watch a video about taking care of your new car and warranty options. About 2 minutes into it, I moved beyond restless to annoyed and then started to feel insulted. Really, at that point, I was ready to walk without buying. We did buy, but those few minutes undid the warm fuzzy feelings we both had about this experience, and that mis-step could cost this dealership our repeat or referral business. (7 and 8)
When everyone in the dealership said "Congratulations" as we left, it seemed a little misguided. Instead, I felt they should have been saying Thank you for your business and saving their "high-fives" for themselves after we were out of sight. I didn't feel the slightest bit appreciated for driving 75 minutes to their dealership and being an "easy sale" for them in this buyer's market. (9)
Can they redeem themselves? They were going great until Items 9 and 10, so I guess good follow-up is their best hope for restoring our positive feelings about doing business with this individual or company. I wonder... will there be a hand-written note from the salesperson and/or manager in our mailbox on Monday? Will their Service Department be worth the drive past all those other Jeep dealers, including the one we've used for the past 12 years? (10)
One thing is certain, we came home with more than a new car... By the time we got back to Crofton, I already had pages of notes about what I learned from walking in the shoes of a buyer. At the top of my list: Pull Raving Fans off my bookshelf and re-read it this weekend. In 2009, I'm going to tweak how I do business to make sure MY clients have a "raving fan" experience from start to finish and beyond - without any of the pauses my husband and I experienced at Adams Jeep of Maryland in Aberdeen.
8 out of 10 is not a "bad" score - in fact, it's pretty good - but I know I can do better than that!
Bottom line: "Satisfied customers and clients" are good to have, but I prefer to earn "raving fans." Walking in a buyer's shoes provided me a fresh perspective to evaluate whether my business practices are on target for that.
_ _ _ _ _ _ _ _ _ _
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Copyright 2006-12. All rights reserved.
DISCLAIMER: Information contained in this post is deemed reliable on the date of publication, but it is not guaranteed and it is subject to change without notice.
________________________________________________________________________________________
Margaret Woda, REALTOR and Associate Broker
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Long & Foster Real Estate, Inc., 2191 Defense Hwy., Crofton, MD 21114 (410) 721-1500
Margaret, nice post, great reminder for us to work on making a perfect 10. Thanks for the post!
I agree, and don't try to talk somone into buying something, if they are not sure...no all objections need to be overcome...
Margaret - what a great reminder. I can so relate too. I went to a car dealership with a specific car in mind (had done my research and was ready to buy), yet after barely listening to what I wanted they ended up briefly showing me the car and then directed me to several totally different cars and options (I DON"T CARE!) geez, needless to say, I walked out and never went back! ~Rita
Margaret- Goes to show what we may think as being great customer service is nothing more than an annoyance to our buyer. And you are right we should always thank our customers for their business
Funny when we are the buyers in a transaction. Just think how much more sensitive we are to all the sale nuances in the transaction. Raving Fans has always been my Bible and I have always had that be the basis for my business philosiphy. It is high time I get it off the shelf myself and reread it.
You put so much into this great post...So practical and really raises our awareness...thank you!
Interesting post. I think you should tell them what you think and see what they do.
Great post, Margaret! I'm quickly becoming one of YOUR raving fans. :-)
I also clicked thru to Amazon and plan to order the book -- thanks for the recommendation.
Margaret - houses, cars, or shoes ... we all need to be salespeople in this day and age. Sales 101. Great reminder.
I find that most car sales people are different than I am. I did find a geat lady who sold cars and was very good and not pushy. Unfortunately she no longer sells cars. I don't what I will do when I purchase my next car. Thanks for the post.
Margaret,
Great post.
Enjoyed and it sure made me think about the last client or customer who entered my office.
Did they become a raving fan???
Margaret -
The film was almost an insult - a personal demonstration of the car's features would have gone so much further.
The "congratulations" - maybe that was their way of saying "thanks," although you didn't take it that way.
Your story points up another issue, however, likely unintended.
Did you ever have a Real Estate Deal where everything was going right - everyone was doing their job - lender, co-broke, attorney. But, at the end, the house wasn't cleaned up completely, or there was a problem with funding, or the other party was late?
Or there was a dispute over a walk-through issue (i.e., buyer tries to get additional credit for something that is ridiculous).
No matter how smoothly the previous 4 weeks flowed, the last two hours colors your clients' perceptions, more often negatively than positively.
You feel flummoxed, and don't know what to do. Sometimes top follow-up is good salve, but sometimes it's hard to truly recover. Often, the problem stemmed from something beyond your control.
It's important not to let up on customer service - EVER! You never know what will turn your clients' mind around, or how quickly that can happen.
Thanks for the share! Happy Thanksgiving!
DEAN & DEAN'S TEAM CHICAGO
Margaret,
Great post!! I think you should call them and give some honest constructive feedback and see what they say. Thanks again for the great post!!
Isn't it interesting that one mis-step can ruin the whole thing. It sounds like they could have been more humble and appreciative. Thanks for reminding us all of the attention to detail we need to have.
Hi Margaret, I do not like getting forced into a video screening if it is something I am not interested in, so I can relate to your feelings.
Margaret: So glad your trip to Aberdeen was a success... almost. While you told us you almost felt insulted by being shown the video... you did not say why. Was it talking down to you ? Was it because everything up to that point was personalized, and then the video was "for the masses ?" I think more of an explanation on your part as to why it ticked you off, offended you, or almost made you walk... would be helpful... if you would be so kind.
The only guess I would have... was that the video was about some sort of (unnecessary) extended warranty they were trying to pass off on you... at a very inflated price. When I bought my last car... I knew that sooner or later they would get around to "trying that..." so I was prepared for it, and just kind of chuckled at them when they tried it.
And... you never DID tell us what kind of car you purchased. Take care... and thanks for sharing a great, well thought-out post. Have a great Thanksgiving.
Margaret, you've provided a great top 10 list. I particularly like items 3, 4, & 5, which can be summed up as follows: Listen, and know your stuff!
You know, I was just sitting here noticing how I have gotten away from some very good habits! I am always so thankful but have I been remembering to say it? I will need to make sure! Thanks for the great reminder!
People like to buy, but they don't like to be sold! It's always a good idea to put yourself in buyer's shoes from time to time. Thanks for sharing your insights.
It is amazing how much we learn when we walk a mile in another's shoes. I love this post. There is not a single person (in any service industry) who cannot learn something of value from this post. GREAT JOB! GBU~
It really does come down to what the buyer wants! Basically it is listening skills -- and one size does not fit all!
What a great reminder to you and all of us about how to treat our clients.
Couldn't argue with you on any of those points. Wonderful points and excellent approach to superior service.
Margaret: This is a great way to look at things. Thank You for sharing your story. Congreatualtions on your new car.
Hi Margaret, What a well thought out and well written post. Indeed this is certainly worthy of the Gold Star.
In the end, the very fact the dealership you had a goal that you obviously shared and they almost got it right but I hope you will take the opportunity to write them a letter or at least a link to the post because I think they could get there and your post or letter could help them get there. If I were near miss, I would love the feedback to be able to provide the ultimate experience that I, like you are interested in providing.
Well done Margaret!
Funny how one experience translates to another! Nice post!
It all goes hand in hand. Congrats on your new car.
Margaret... dman right that a referral is a great introduction and should be big in your business plan every year. Sounds like you came away with some great notes, a good lesson, and thinking on how to tweak how you treat clients. Thanks for sharing this because this is a great reminder...
on another note, when I bought my last new car, I remember on how they pressed me to buy their warranty. Even when we started at the high end and I actually still go them down to pennies... and I still didn't do the warranty on that car for many reasons. But it also proved my point, that I was buying a great car and that in most cases, that is where they made their money, on the warranty.
Again, thanks for sharing this...
Margaret, too bad they had to "hard sell" the warranty. Anyone who studied basic marketing would know that if the customer is happy they will tell approximately 3 people. Unfortunately, if the customer is not happy, they could complain to up to 11! Even if one doesn't get the sale or listing, being friendly, knowledgeable and appropriately helpful leaves a lasting positive impression that eventually will pay off. Pushy doesn't cut it these days. This lesson could apply to any business.
Margaret, Margaret.
We must be kindred souls. I would almost rather take medicine than sit through a *^%#$&&* video of almost anything.
N E W S F L A S H!!
I can read.
Margaret, Thanks for the great blog. The busier we get the easier it is to miss some of those all important things like sending a had written thank you. We can never take anything for granted. Thanks for reccomending the book "Raving Fans" I was looking for a new rea this weekend and didn't find anything that was just right, this sounds like it will hit the spot.
Margaret, what a wonderful write-up of your car-buying experience and lessons learned. I have a good friend and former mortgage partner who's always giving me good books to read to help me in my business. The first one he gave me almost 7 years ago was "Raving Fans."
Good post as always Margaret. Your delivery is excellent. The old addage of treating others the way they treat you comes to mind. Car Salesmen as opposed to realtors are more pushy and engaging yet they also have to compete with numerous others on site. A realtor once they get the call, just has to sell himself/herself.
I don't like sales people and I think I would have protested the video. Let them know how it made you feel so they can serve their clients better from now on.
Margaret, Great post, Thanks for the reminder. Have Happy Holidays.
My condolences to you---Having to go out and buy a car! It is the one thing I hate more than anything.
Great reminder for all of us! Thanks for referencing "Raving Fans". I am going to go buy it today! I send out client testimonials with a pre-paid return envelope and ask my clients for their honest feedback. It has proven to be very enlightening.
We can all learn something every day from our personal experiences - this is a great example as it so tangible concerning the experience of being a buyer. I think it is great Margaret that you can take the experience and analyze it and benefit from it in regards to your own business.
Maybe you can send the dealership a thank you card for what you learned ! Not for nothing, I do think it would be beneficial for you to communicate to the dealership, would be a benefit for you and I think for them as well. If we upset a client in a certain way and they never communicated to us, then we would never know. I would rather a client communicate something they were upset about or unhappy with than say nothing at all and have it fester...
I agree with many of the others. Great post. Take Care
Thanks
Don
Margaret, Being in the buyers shoes does puts things into a different light. I think items 3 and 4 are the ones most agents need to focus on. You need to know your inventory on order to match to their wants and needs.
Margaret, GReat reminder and thanks for the book recommendation. I wonder if you'll receive a feedback form from the dealer?
Hi Margaret finding a great car dealership to work with is great. I have been fortunate in that the last car I purchased the dealership was the best I have worked with. The service is just outstanding. Of course I try to take the lead from the great companies I have seen over the years and transfer some of what I have learned to my own business.
Hi Everybody - If I'd had any idea this might get featured, I would have put in a plug for this contest: A Contest So Easy That a Consumer or ActiveRain Newbie Could Win.
Glad so many of you found these lessons helpful. Several people mentioned I should let them know how we felt about the video - believe me, we did!
I'm just gonna answer the questions right now, since I'm babysitting for my grandson this morning and heading to a meeting this afternoon after my husband relieves me.
Karen Anne - The name of the vehicle wasn't really important in the context of the lessons, but it's pictured (if you lightly scroll over the picture with your mouse, you'll see the caption) and the name of the dealership should help give it away. Rather than expand into a wordy explanation of each paragraph, I chose to cite the item to which it referred - in the case of my comment about the video, it's 7 and 8.
Dean - So true, which is one reason to be detail oriented and make sure everyone else in a transaction is doing their job - even if they think you're meddling in their business.
Thanks everybody for your comments - and take a look at the contest, if you haven't already! You don't even have to write a post to enter and win.
Thanks for the advice. Its always nice to see these points written in print.
Margaret-Great post, I would let them know that the video was not necessary. Have a great Thanksgiving.
Hi Margaret,
I think your top 10 list should be required memorization for any one in this industry...thanks for posting!
Margaret,
Great post! I'm debating whether to begin soliciting hairdressers for referral business...!!! :) Thanks, Fran
Margaret ~ They made you watch the video because of your obvious youth, aparently they assumed this was your first vehicle and were merely trying to help!
kk
I think the biggest thing in sales is listening.
Nobody, myself included, likes to listen to a sales person or a presentation - I find it condescending.
Listen more than you talk and you are probably going to do pretty well in "sales".
Margaret - What a great post! Very thought provoking and serves as a great reminder on the subject of service. Thank you! And thanks for the book recommendation. Haven't read it yet, but want you to know I've been a silent "raving fan" of your Focus On Crofton blog for some time now. You do such a nice job of communicating about your area - makes me feel like I know the place.
What a great post...I'm putting Raving Fans on my xmas list to read over the holidays.
This one tip is great:
Know your inventory well, so you can promptly present buyers with something that matches their wants and needs.
Need to know your market inside and out.
Great information on the ten things I need to remember when working with buyers. For some reason I never feel good when I have to buy a car.
I enjoyed reading this post. I'm sure we can all relate to this car buying experience. I'm going to ask for the "Raving Fan" book as a Christmas stocking present. Thanks
Great post, Margaret. I recently bought a car and also found some things they were and were not doing right. It's important that no matter how old we get we continue to learn from our experiences.
Margaret, As an ex automobile salesperson I have to agree with all of your points; the salesoerson sounds like he did all the right things but then was probably forced to assign you to a "finance accessory person" who is supposed to "make money " for the company. Try not to blame the salesperson for one part of the process that is out of his or her control. This is one reason I left the automobile business but still have clients calling for help.
Thanks and have a great Thanksgiving, Ray
Great post, I am going to look into that book. Thanks!
What a great post, Margaret! Your #10 is so important: that after the sale follow-up.... so very few take the time to say thank you!
Thanks for the post, it is alwys important to remember who the customer is, I will definitely think of this next time I talk to a potential client.
Margaret... I loved KK's comment... on another note, pretend this is the Brady Bunch video.. I am looking down at you as I speak... in regards to the dashboard... lol And yes, I agree, the make and model of the car is irrelevant here. It's perception, service, and ..... just lost my thought... lol It must be that younger age as Kristal stated...
UPDATE: 6 p.m. on Tuesday - 'Just received a "canned" (i.e. scripted and long-winded) phone call from the dealer's call center - NOT the sales manager or Newbie who was assisting him with us. She wanted to know if I would participate in a survey. The level of my annoyance at another canned presentation surprises me, and I'm REALLY going to erase anything resembling that from my marketing and follow-up.
Thanks for your comments! In case you missed it, Jeff's referring to Kristal Kraft's comment about my obvious youth and inexperience. Thanks for the laugh.
Margaret, congrats on your new car. I hate when people try to sell those warranties. They should definitelyh thank you for the business and reserve the high fives until after you leave!
Margaret - we do indeed have lessons in service whenever we buy something, from a car to a hotel room.
We were referred to a great saleswoman at Lexus, and have now bought 3 cars from her. We only went to the showroom once - since then she brings the car to us to check out. The dealer is 45 minutes from here, but she has them pick up our car and leave us another Lexus whenever service work needs to be done. She sends handwritten thank you notes, and birthday notes, and telephones. We recommend her a lot.
Then there was the Jaguar dealer who made me so angry I wouldn't buy a Jag (they are the only dealer around) if someone paid me (this was before my Lexus experience). They spoke only to my husband, even though I was buying the car for myself, and wouldn't even let me test drive it - I could ride while the salesman drove it. I don't think so. Bad salesman? Yes, of course. But because of him, I won't ever go back to that dealership again.
I was a top car salesman for 10 years, it was not a difficult job to me as I was able to develop my own style. The biggest problem is the trainers that teach responses that can be condescending to a purchaser. I was lucky to do my own thing, each dealership is totally different, most are totalitarian, and THAT is what turns people off...
I have bought more than a few cars in my life... go figure... Some were new, others were used. In the case of the new cars, the best dealer experience I have had was with Ford. A local dealer that was NOT convenient to me had the best price and easiest to deal with staff. When I took my truck in for warranty work I was offered a GT Mustang convertible or a Dodge Ram truck... my choice. Work was always completed on time and under budget.
My first ford purchase was quite different with a different dealer. They didn't care about my business at all. I bought a Mazda truck as well. Never used the service department again after the first time... they weren't bad, but the free oil change cost me $50.
The parallels for real estate are that I treat my clients like they matter... they matter to me.
I found this post to be extra interesting for I use to sell cars. thanks for the post
OMG they got a B grade and you r complaining about watching a video. I wish the dealship where my daughter bought her car would have shown her the video and then she might not of had $1300 dollars worth of clutch work on an 08. It just goes to show you cannot do everything right 100%. I would really rethink whether you could do better. To get 8 out of 10 is pretty dang good.
Great reminders! Thanks for the post!
Happy Thanksgiving!
Margaret- Love Raving Fans! I should dust mine off too. I am reading another book now, Triibes by Seth Godin. A good read too.
Margaret: Those are great tips. It sounds like, for the most part, the car dealer did you right.
Talk about using YOUR TIME wisely! Do you do that with all your activities?? Actually I watched my salesperson closely when I bought a car - couldn't help but make comparisons... Thanks for the detailed analysis though - We can all learn from it!
Congratulations on your new car Margaret. I guess the good thing about your experience with Adam Jeep of Maryland is that you learned something that is going to make your a much better real estate professional than what you already are and help you improve your business. I might have to add raving fans who I believe also wrote who cut the cheese? to my list of books to read. I am currently reading 7habits of highly effective people by Stephen Covey. Happy Holidays. Great post.
Charles Stallions - I have to reply to your comment... This is simply a "lesson learned" and not a "complaint". I think it's important to realize that a "raving fan" is not the same as a "satisfied customer." I certainly didn't fnd this to be a glass-half-empty experience.
Never thought of it that way - new outlook - happy thanksgiving!
Amen Margaret. Reminds me of a book I read by golfing legend Tom Watson titled "Getting Back to Basics". The basic rules of successful real estate selling has never changed. Only technology has been added but the basic traits of every succesful Realtor has never changed. Have a great Thanksgiving and be blessed.
Your car buying experience is a dream compared to what mine have been like. I DREAD buying cars. Great points on how to provide GREAT customer service though :)
Margaret,
I really enjoyed reading this post. Thank you for sharing your car buying experience and relating it to the 10 things we need to do as real estate sellers to wow our clients. It was good to remind us that we need to make an effort to put ourselves in the buyers' shoes and determine the kind of service they expect and then not only satisfy them but try and exceed those expectations. Let's all strive to earn nothing less than raving fans!
Margaret, great post! I have purchased (and NOT) purchased cars as a direct result of how I was treated at certain dealerships. The absolute WORST is during negotations. You start in a room with your salesperson, then they bring in their supervisor, and if you are not in agreement with the price, or financing they bring in the manager. This is a complete turn-off. I have walked out of this type of situation 3 times in the past, never to return to the dealership ever again.
p.s. your contest was a great idea. Who won?
Judy
Hi Margaret! I came here from Thom's post today--only several months after writing (I just can't keep up!) and just wanted to say that I love this post! The direct correlation between real estate and cars IS customer service and I truly don't think that many agents get this point! Those that do are incredibly successful and corner the market because of their amazing, superior quality customer service!
Debe - 'Guess I'd better go read Thom's post! Even re-reading this, after seeing your comment, I was reminded of these basics yet again.