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Re: Commentary: The Role of the Salesperson
As a customer, I expect the salesman to have at least a glancing familiarity with the product. He should know how to look up what he doesn't know. I have run into many a salesman over the years that immediately want to talk money and deals (the ever popular, "what will it take to put you into this vehicle," as they walk up to you really bites). Sometimes I am on the lot to learn a bit more about what GM is doing accross the brands, and so that I can keep up with the changes. Whenever I am just gathering information, I ALWAYS tell the salesmen that approach that I am not there to buy a vehicle. Other times I am there to buy another vehicle. I can say that I have never bought a vehicle from a salesman that doesn't know enough about the vehicle to be able to make honest comparisons between what I am looking at and the competing products. If you are selling GM trucks, you really need to know a little about Dodge, Ford and the Asian brands. Leaving it up to the customer to figure out the differences can cost you sales. Also, if I am ordering a $50K truck, I expect that the salesman will be savy enough about the truck to help me wade through the myriad options and choices and get down to the right vehicle for my needs and expectations. Like the original post says, don't sell a 1/2 ton to do the work of a 3/4 ton. The salesman really needs to know enough about the vehicle to help the customer make that determination. Ultimately, if the customer has a bad experience with the vehicle, it is the dealer that will forever be blammed by that customer. If a few minutes of discussion could have helped put them into the right vehicle, that means future sales.
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