A friend of ours went to a car dealership, wanting to buy a sleek, sporty convertible.
He looked around the lot, and after a couple minutes of slowly ambling between the rows of new cars, locked his eyes on a beautiful red convertible with a black top.
A salesperson spotted the connection and approached with a smile, one hand outstretched while the other hand held a key.
The Salesperson Was Friendly, No-Pressure, And Knew The Product Well.
First, the salesperson went into a lengthy description of the material the convertible top was made of, told our friend he used to own a car with a top just like it, and recommended the best cleaning agent.
Our friend smiled and nodded, “Great, I’ll remember that. Thanks!”
Salesperson then popped open the hood, graced his hand across the beautiful, clean engine, and proceeded to explain all the technical features, how it was optimized for performance, how the windshield-washer tank plug was designed so one could add washer fluid without a funnel and actually get the fluid IN the tank, and lots of other things.
“Do you have any questions about the car so far?”
A flawless, clear, concise presentation – and
Our Friend Just About Walked Out On Him And Went to Another Dealership.
Our friend: “Sorry, but I’m losing interest in this car. You’re not selling me this car.”
Salesperson: “What do you mean? You seem very interested in this car. I can tell you’re a man who appreciates a fine car. So I’m telling you about it. See, the bumpers are made -”
Our friend: “No, no, no. I came here looking for a convertible that drives nice, goes fast, and looks damn good with the top down and me driving it.”
Salesperson: “But -”
Our friend: “Is it a convertible?”
Salesperson: (pause) “Yes…”
Our friend: “Does it drive nice?”
Salesperson: “It has a unique proprietary suspension that is designed to-”
Our friend: “So that’s a yes?”
Salesperson: “Yes. Would you like a test drive?”
Our friend: “Does it go fast?”
Salesperson: “As I explained, it’s a high-performance car. Here’s the key. Let me go over the interior with you. How about a test drive?”
Our friend: (gets into car, puts convertible top down, places hands on wheel, looks at salesperson) “Do I look good in this car?”
Salesperson: “You are a very handsome man. That car looks like it was designed just for you.”
Our friend: “Great. Get the paperwork. Can I drive it home today?”
Wasn’t That Simple?
At least, after the salesperson got out of our friend’s way?
Another friend of ours used to work in an art store. She told us about a married couple who pointed out a painting and, after brief exchange of pleasantries said “This painting, it would look great in our living room. We like it. We’ll take it.”
Our friend was an art connoisseur who loved the painting for sale, knew the name of the artist, the story behind the painting, and its previous journey through the hands of its previous owners, one of whom was a local sports celebrity.
With this in mind, our friend knew just what to say to the married couple:
- “Excellent choice! I agree, it’s one of our best.”
- (gracing her hand past the couple, toward the direction of the checkout counter) “Will that be check, Visa, or American Express?”
- “Do you need it gift-wrapped or just put in a box for the ride home?”
- “Can I have someone carry it to your car for you?”
Did You Catch The Difference Between The Two Approaches?
In the next installment, we’ll get into finishing the transaction on the car – and ANOTHER hurdle standing between our friend and that sleek, sporty convertible.