One of the consequences of returning to run my business after a brief hiatus as a salaried employee was that I needed to buy a car. I decided a change would be good and sought out a brand that I’d not owned or considered before.
I decided to investigate the options open to me and visited a Premium German brand’s retailer not far from where I live and was absolutely staggered at what happened. So staggered in fact that I wrote to both the retailer and the manufacturer with this feedback:
“I was in the market and ready to buy a new vehicle but sadly none of your staff were remotely interested in talking to me. From the two managers who sat in the office in the far corner of the showroom staring at myself and my partner to the 'sales' man who was enthusiastically passing wind and then wafting it towards his colleague, they were all totally disinterested.
I did hope that maybe I could find some information on the cars in the showroom but they were dirty and the model plates were missing along with basic legal point of sale material. Sadly the configurator in the showroom was no help either as it was switched off.
I run my own business providing skills training in the automotive sector - including sales process and enquiry management - and (this isn't a pitch for business) this visit was amongst the worst I've ever experienced in automotive retail.
I've since bought a car (I travelled to another retailer and had an entirely different and very Premium experience) but if you care about the longevity of your business I'd urge you to take note of this.
I'm more than happy to discuss this with you in more detail.”
The retailer ignored me; the manufacturer did come back to me 3 days later apologizing and promising that I would receive a call from the Head of Sales at the retailer. From the date of posting I’m still waiting for the call.
It gets better; the retailer also locally represents two other brands that were on my list to consider. I faired slightly better in one of them (although the sales exec did smell faintly of last night’s ale) and we got a test drive; I also loved the car but my expectations were firmly aligned in terms of lack of availability within my required timeframe. I would have considered a used car if the specification and payments were right but he only dealt with new car customers so I’ll never know. Nearly two weeks later I’m still awaiting the follow-up call.
Sadly, at the last of the three retailers (or the Axis of Antipathy as I prefer to remember them) all owned by the same Group, I was bang out of luck; entirely my fault for visiting at 3.30 on a Sunday afternoon so there was no chance of a test drive. We were shown inside a demonstrator (full of personal effects and smelling like the perfume counter at John Lewis) but no chance of being taken through any kind of sales experience. The sales executive tried very hard to get us to commit to re-appoint during the week (I explained that we both work during the week so weekends were preferable) – “But we’re here until 6.30 during the week” was her response. A follow up never happened, mainly because she failed to take my name or any contact details.
As a postscript one of the other brands I was considering was Mini (not represented by the same retailer as above) and I will say for the record that the treatment I received from them was first class; the sales executive was attentive, professional, took an interest in me and my needs and was enthusiastic and knowledgeable about the brand; I just made a ‘head rules heart’ decision in the end.
Eventually I bought a more practical car from a retailer that delivered an exceptional experience. Why was it exceptional? Well, I’m a big advocate of feedback, both developmental and motivational so I wrote to the CEO of the Retailer Group to explain:
“I wanted to share some of my personal feedback with you now that I have become a customer of yours. I have decided to return to running my own business after a short spell in a salaried role and I needed a vehicle.
The service and treatment I received at your dealership was first class. The Head of Business, the General Sales Manager and the Business Manager made the whole thing effortless.
What was remarkable was the handover experience. The atmosphere within the Centre was warm and welcoming; presentation of the cars was of a very high standard but the most striking thing was that both the staff and customers were enjoying being there – and that’s something you can’t stage or manufacture. The handover gifts I received were very thoughtful, personalised and will have longevity and be genuinely useful in my work.
If you compare this to the dismal experience I had at the retailer closer to my home, it couldn’t have been more different. Lots of customers are very quick to launch a complaint at the highest level when things have gone wrong but I think its only fair that you also hear about the ‘good guys’. I am a very proud owner of a car that makes me smile every time I get in it.”
Some conclusions here: firstly when Managers take an active interest in the customer’s experience it makes you feel hugely valued. Secondly because the management team are engaged and involved with sales enquiries it drives activity. Lastly, here’s the really interesting bit – I received a personalised email from the CEO of the Group that I bought from thanking me for taking the time to write to him. I’m still waiting for contact from the Axis of Antipathy. Its not that hard to say sorry is it?