Let me share with you my experience, as a customer, intent to purchase a new 2012 vehicle. My name is Ernie Kasprowicz, General Manager and Partner of AutoMax Recruiting and Training, LLC. We are a company focused on staffing auto dealers with quality people within all departments and provide enhanced job skills training programs. We have conducted over 11,000 salesperson recruiting programs over the course of 13 years. My background is from retail auto, starting as a green pea salesperson through F&I, sales, general sales and general management responsibility. I have now worked for AutoMax for the better part of 13 years. I have seen a lot. What I have experienced recently in my pursuit to purchase a new vehicle for my personal use is both shocking and disturbing to me.
I am a person who purchases a new vehicle, maintains it and holds on to it for as long as reasonably possible. I shop thoroughly before making a final decision. I am not locked into one particular brand or model and take the time to investigate my options. For my most recent purchase I visited more than 7 dealerships test driving 10 vehicles. The good to great news is that anyone involved with representing a new vehicle has a great product to sell. They are ALL really good, offering features and benefits that are very close in comparison.
What is the bad news? I didn’t meet a salesperson in the bunch. Not one. Oh, to be sure, a “salesperson” approached me, “showed” me the car, took test drives and even “worked” numbers. But, not one had a real clue of how a professional salesperson should interact with a customer. What I experienced was the laziest attitude towards customer service and desire to separate their product or dealership from the pack. My 14 year old daughter knew more about the vehicles we went to see from reviewing the factory websites than from anything we gained while at a dealership. Sure, we got to see how the seats folded, how doors opened or closed and all the in-cabin technical gadgetry. What I didn’t get was a why I would benefit from owning any one particular vehicle. I understand things have changed since I last sold a car. But, really? Can anyone explain why there were not comprehensive feature benefit presentations, no understanding of what other makes and models I may be considering and how the vehicle I am looking at compares. No walk and introduction to the service department as a means to build value for long term satisfaction. No real enthusiasm or effort during or after my visit to earn my business and become a customer of that dealership.
And then there is the price. All started at basically invoice and in some instances went down from there. What the heck is going on here? It’s not as if they knew what I do for a living…they never asked! So, I guess from a customer point of view I did get a great price. And that is my question. Is it all about price anymore? Has it really become lowest price wins and nothing else really matters? Well, nothing else matters because nothing else is sold. I was given no other reason to do business with any one particular dealership or to purchase their product rather than another. Whatever I knew about the vehicle going into the process was the same going out. So yeah, you better offer the lowest price. I got the impression each salesperson figured they would make a mini at best, and gave me mini in return.
Why is everyone so reluctant to spend a dime on professional sales training? What can possibly be the harm in having a thoroughly prepared sales team? A team of people who, on an individual level, know more about every vehicle they sell and know more about every competitive model than any customer could possibly know? How can it be a bad thing for salespeople to follow a sales process that includes a warm, sincere, professional greeting to the dealership? Since when is it wrong for a salesperson to express real joy and enthusiasm for the products they sell and the dealership they work for? As a consumer, I want to know why xyz stomps the competition! And I want it to be factual. The amount of inaccurate information I was given was appalling. It’s ok to say I don’t know. I already know you don’t care enough about your profession to actually prepare yourself.
So it comes to management. Who is running the store today? Why do you deny yourself the opportunity for real success? From what I’ve seen your stores are selling cars. But those are to people who made the decision to buy your product and from you, despite yourselves. I am quite certain few were swayed by anything presented to them other than low price. Are these harsh words? I don’t think so. They are straight observations. And, before it’s said the sample size was very small and in a small geographic location, let me share this: AutoMax conducts shopping reports throughout the country on more than 20 dealerships weekly, and the level of sales skills is dismal.
Do we really need salespeople anymore? It would appear as if not. Has the day arrived where the online pricing models such as TruCar have won the day? If I am to be told otherwise, then management and ownership better invest in their human assets. Otherwise, being a salesperson will be reduced to menial labor wages. Why pay more?
For God’s sake….have u ever told the truth! I experienced the same situations 2 weeks ago. I almost think we shopped the same dealerships, and I am 10 hrs away. Is it just the east coast? Or does anyone really care? Maybe AUTOMAX needs to train Management!!!
Management training is at the heart of it. The upheaval of the last few years has created a situation where now more than ever the management team needs professional assistance.
True story. It is really a shame. How proud of my sales people am I…. to hear a customer tell one of them… hey you know more about the BMW than the BMW guy I just talked to…. Training… Training… I spent 5 years out of the car biz after 30 successful years…. When I needed a car…. I shopped two places then went to a person I trained years ago and bought a couple of cars.
Craig, I agree. It is constant unending training that is necessary to build a world class team. Every single day time needs to be devoted to developing people. Nothing else should be allowed to get in the way. Trust me, from what I witnessed, there is more than enough time.
Hey Ernie! Startling but sadly, true! I think the low ball pricing is now driven by dealership management and not the consumer… The dealerships have made it all about price! How sad! The SP considers each new car buyer a “mini deal” and give them “mini deal” service! We are a product of our environment! Yes…It is time for dealers and management to get a new mindset!!! Thanks for this remarkable piece!
Thanks Nancy. It is startling to witness. In my opinion auto sales is a noble profession. It requires dedication, perseverance and focused attention among many other attributes to really make the most of it. Sadly, none of these traits were in any way evident. I know it can be different.
2:28 AM….You should have called me!
Excellent article. And sad facts.
Thanks Keith. Facts that I hope all of us in the industry can reverse.
Ernie- I am in retail and I couldn’t agree more. It starts with the owner’s commitment and rolls down hill from there. There are pay plan problems and training problems from the top all the way down to the recon department in most stores.
It is true Pete. I really think many people just don’t know what to do. They are unsure how to redevelop a pay plan and remain unwilling to change their mindset to the benefits of people power. A well trained group of people exudes confidence, competitiveness and an esprit de corps unmatched by lessor rivals. Think of our military and the Navy Seals or Green Berets. Training is drilled into them. The results…unparalleled.
Plant, grow, nurture. Not much nutritional value in a seed. A family does not eat very well on 15 “minis” a month. A healthy book of business is built over time; we earn the opportunity to become a family’s car guy/gal. A new car mini is a seed, an opportunity to put ourselves top of mind when other needs come along….and they will. It is never about what we delivery today but rather positioning ourselves to deliver the used Cobalt that their daughter will need to get to college next fall, or finding just the right commuter so dad can leave the Silverado in the driveway and beat the gas prices. As you and others have said, it starts at the top….if new salespeople are led to believe that this week’s paycheck will walk through the door any minute then shame on that dealer. If we pass or fail it starts at the top. Great article Ernie!
Thank you Thomas. You offer a perspective built on the understanding of small steps, from the philosophy of what you do for yourself today, pays of later. It is the same philosophy we take with our dealer clients and our trainers develop within their responsibilities. Thanks for your input.
This is true throughout the entire Automotive Industry. We have become so transient in our jobs, we don’t take the time to become well versed sales people. In fact we become order takers. That is something I pride myself in not being. Service must be the added value to any product.
Your personal commitment to maximize your abilities is what separates you from the rest. To be sure there are outstanding pros in our industry. Many more are needed.
Today has been an eye opener. I wanted to get info in the new Camaro and I tried the TrueCar system. The ONE out of the three Chevy dealers finally called just now. He couldn’t even tell me the difference between the trim levels, any incentive information or equipment. He had to go look at his invoice book to read equipment off to me. What a joke. Everyone needs improvement, but there is nothing the ‘salesman’ said to me that would make me want to come and visit him.
On other hand, I shopped Cars.com for a used car and Tyler from Blue Springs Ford brought a used car out to my dealership to show it to me. He met me at the Office Max next door and we test drove it and then we landed back at my store. I had some questions about some repairs that I knew he would have to ask about, but he brought me the NADA and the CarFax as requested. Much better experience with used.
Repetition, repetition, repetition! It’s so important! The Rolling Stones have performed “Satisfaction” thousands of times, but when we see any pro performace live, it’s our first time! Same way on the sales floor! I can honestly say that I see it first hand every week. Yes, it is sad. Ernie, your 14 year old daughter had more product knowledge than your “salesman”… That’s exactly why you don’t ignore ANY female in the party! Women make up 85% of the buying decision… Then there’s product knowledge, or the lack there of. If you are a “pro”, how in the world could you greet anyone confidently without the proper product knowledge? Wow, and all of this really falls back on the management… It truly is crazy!!!
There is no doubt the auto industry can produce the finest of salespeople. It takes preparation and dedication with a clear long term goal of achievement. All management and sales staff need to motivate themselves individually and as part of the team.