CDK's purchase of Auto/Mate may create a major disruption in the dealer management system (DMS) industry. Here is our take. DOWNLOAD
As worn out as this statement is it is worth being reminded every now and then. "People don't like to be sold, but they love to buy." Right now I am personally involved with buying a townhouse in St Augustine, FL and am very excited about this purchase. I feel like I received a good deal, easy to do in today real estate climate, love the location and best of all my whole family is excited.
Of course I am a salesman so I am an easy deal when I am ready to buy something. I just don't think my Realtor realized that when I told him that he could stop selling me. It took the wind completely out of his sails until I made the offer. Nothing he said or did was going to close me I had to close myself first.
Would I have made the offer if tried bear trap closes, used intimidation to extract an offer or tried to take it away by telling me how many other people had looked at the property or how many other people were coming to look at it? Nope, I had buy it first mentally and would have seen through that. As a matter of fact I would of probably just went to another Realtor and made the offer if I really wanted the property, just so I would not have had to interact with him anymore.
Car customers can and will do the same thing. If they don't like they how they were handled or feel like you do not have their best interest in mind they can easily find someone who does. The web has made it easy for someone to find another dealer that has a Natural Khaki Hyundai Sonata Limited 4 cyl with a navigation package. Just because you helped confirm their desire to buy on does not mean they have to buy it from you and they will not buy from you if you don't make it easy for them.
Just like when we left our current home to view the townhouse we had already bought it before we got there and no one wakes up and says I think I am want to go be sold a car. They are thinking hey it might be time to buy one.
Sure you can motivate people to take action, that is our job. You just can't motivate them to take an action that they do not want to take and build a long term relationship which brings in repeat and referral business. That is like Devo's "Whip It", a one hit wonder, that they will replay the next time they go buy a car.