Why? I don't understand, why? When? Why not? All of those questions should be inbounds when purchasing a car. Are they? Today's experience when buying a new or used vehicle ought to be different. Is it? Most of the data (from customers and auto sales people) suggests that nothing has changed.

Why is there a fear of purchasing (or leasing) a new or used vehicle? Why? Heck, why not be fearful? I'm sixty years old and it seems to me that not much as changed. There are as few really good automobile sales people today as there were forty years ago when I was a young airman tying to make some money selling cars. I used to tell people I'm working my through the Air Force selling cars.

Back then salesmen would approach and start asking questions, many of which had nothing to do with your reason for being there but had a lot to do with you having enough money in the bank. Or, credit good enough to buy a car.

Now, why would anyone object to being treated that way? Look, car salespeople we get it. You don't want to waste your time with people that can't buy. We get it. However, what if we can?

I remember one rainy day (it always rained, well most of the time in Washington) a young E-4, spec. sergeant in the Army walked in to our dealership and started looking at Jaguar convertibles on the show room floor. Right away, everyone walked away. I walked up and asked, "How can I be helpful?" He said, "How much is a fully loaded XKE convertible?" I said, "$6,620.00 plus taxes." He countered, "Does that include an AM/FM radio?" It brought a smile to my face when I said, "Yes, it's even factory installed."

With that, he turned and looked at the Jaguar sedan. He said, "Do you have many of these in stock?" I said, "Whatever we don't have we can pick up in Seattle at the dock. We're happy to do that if needed."

He looked at the car and finally sat in the front seat. I could hear the other salesmen laughing at me and when I looked over at them. One of them flashed me the "Zero" by touching his index finger to his thumb. It was code for "Yeah, you're going to make zero money from that prospect."

Meanwhile, my prospect asked a very important question. "Can the seat in a sedan be moved forward to accommodate a very short person?" I said, "How short?" He said, "She's about 4ft 11inches." After thinking for a moment I said, "Yes, we would have our service department actually fit the car to her." He fired back, "Wow, that's terrific."

He looked at his watch and said, "Times up, I've got to get back to work. Will you be here this evening?" I said, "Yes I will." With that he turned and said, "I've got to run, I'll see you tonight around 6 or 6:30." "O.K., see you then," I said.

He did return and with him were his wife and his Mother-in-law. He came right over to me and introduced them both and said, "We're here to buy an XKE and a sedan." Trying to maintain decorum I said, "O.K., let's first make sure we have what you want."

The sale was the biggest sale of the month for any salesperson. The commission was more than ten times my pay as an airman. You see, this E-4 had married the wealthiest young woman in town.

Never ever judge a book by its cover. Always find out why they want to buy a car. Ask me, ask them and please ask us. We'll tell you. We all know how to be a customer. The question is, "Do you know how to sell?"

Learn more about this author, Dr Rawson.
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