'Showrooms don't necessarily sell cars'. Wheels24 reader GERT NAUDE responds to Chrysler SA CEO Trent Barcroft's comments regarding the 2013 Johannesburg motor show and has some advice for automakers.
'YOU GOING TO BUY THIS CAR OR NOT?' A Wheels24 reader believes poor service in vehicle showrooms is a major turn-off for potential customers. Image: AP
My main disagreement with Chrysler SA CEO Trent Barcroft’s sentiments is that visiting showrooms does not necessarily sell cars, because:
'CONSULTANTS LOSE INTEREST'
1 Most of the sales consultants sit in front of their laptops all the time while the customer is wandering from car to car hoping someone will help with advice etc.
2 Sales consultants merely ask if they can help and then lose interest upon being told that the customer is "only looking".
3 If asked for details about a car they quote the information the customer has already read on the internet or in a car magazine.
4 Usually consultants say they are unaware of the model’s replacement/facelift date, although it has been widely published already – probably hoping to sell off an old model to an unsuspecting buyer.
Here are some tips for dealers:
1 Customers wandering around the showroom should be actively persuaded to buy a car. Discuss the relevant vehicle with vigour and enthusiasm.
2 Treat a customer as an equal and not somebody wasting your time.
3 Actively hunt for the best finance deal. A customer will buy a vehicle if they can afford the repayments.
4 Be friendly, be an extrovert, carry the customer on your hands.
5 ALWAYS return phone calls or emails.