Why can't I just look?

[Ghrankenstein]

Why Can’t I Just Look?

Commentary by Ghrankenstein

Both salespeople and shoppers have mentioned to me the need for a best practices buying guide. This is one (maybe the only?) installment in that guide, and it’s mandated by the phrase, perhaps more than any other, that puts salespeople and shoppers at odds:

“Just looking.”

Shoppers are repeatedly frustrated at the fact that they simply want to browse the inventory, view the vehicles in person, and read their point-of-sale information. Shoppers want to gauge real-world pricing, see what dealers are ordering, and find out if the vehicle they want is available at the general price point that they were expecting. Shoppers who aren’t yet aware of what their budget can afford frequently visit lots just to find out.

The salesperson sees things differently, and shoppers don’t understand why. Here’s why: Shoppers who buy and shoppers who don’t buy both say the same thing: “Just looking.” Customers say they’re, “just looking,” for nearly infinite reasons, and only one of them is the fact that they actually are just looking. I’ve mentioned a few of them already, but other reasons include not wanting to be identified as buyers, not getting a positive impression from the salesperson’s greeting, not wanting to keep a salesperson from a more immediate sale, and even not knowing how else to respond.

Consider this: Industry-wide, some 75% of fresh sales contacts that buy told the salesperson that they were, “Just looking.” My experience supported that, and so will the experience of most car salespeople. Nobody measures how often repeat customers say the same thing, but from my experience it was around 0%.

Furthermore, every moderately experienced salesperson can recall the most recent incident when the customer told them they were, “Just looking,” and left them alone, only to see them taking delivery later from another co-salesperson. Many experienced salespeople have co-workers who make their livings on second greetings.

Based on these realities, salespeople simply cannot afford to let a “just-looking” customer out of their realm of lead possession. Knowing this won’t change how the general public and salespeople interact, but it might help everyone get the reactions for which they’re looking.

Remember that, “Just looking,” is the most ineffectual thing that a customer can say to a salesperson. Salespeople are taught by their managers, and their customers, to ignore it, and rightfully so.

For the salespeople, it’s not so easy, because the general public doesn’t know any better. Bypassing the “just-looking” response is as essential as a killer walkaround, to the point that posting your best practices on GMI will benefit everyone. I suspect that my methods were comparable to others, but I’ll leave them out for now and reserve

So, if you’re a customer, and you want to browse at your leisure, explain that to the salesperson at a level sufficient to distinguish yourself from the rest of the “Just Looking” crowd. Even if you don’t want to give out any contact information, give them your name so that they can document you as their sales lead. If they’re respectful, professional, and accommodating, use them as your sales contact.

You’ll get what you want, the salespeople will get information they need, and everyone will win.

Sincerely,

Insane W. Ghrankenstein

[Buick61]

Where did the 75% stat come from?

Honestly, I think that's fairly lame on the part of the salesperson. All they need to do is introduce themselves and hand the customer their card and say he/she is available to assist should the customer need it. Perhaps explaining the layout of the lot to aid their browse would be a nice, quick thing to do (which also gives the salesperson more face time). Any more than that is borderline aggressive. The customer has your name and card and will contact you/find you if they're interested.

[DuSpinnst]

I usually get approched, and I just say that I am here to see the cars in person and maybe sit in a few at the showroom. I don't want to waste the salespersons time when I am not buying a car. Most give me a card, point to their desk and say "If you have any questions or want to drive something I'll be over there."

I find that being 100% clear with your intentions is the way to go.

[likearock00]

Originally Posted by DuSpinnst

I usually get approched, and I just say that I am here to see the cars in person and maybe sit in a few at the showroom. I don't want to waste the salespersons time when I am not buying a car. Most give me a card, point to their desk and say "If you have any questions or want to drive something I'll be over there."

I find that being 100% clear with your intentions is the way to go.

Exactly. I wasn't going to post but I do agree with Duspinnst here.

There is a rift between customers and salesman on here. I saw it when I sold cars too. I used to walk up to a customer and listen to them tell me that they are just looking. I would say that I am just showing. I would tell them that I was bored and didn't feel like just standing up there and would love to just show them some features on a car or truck. Most of the time they would go along with it, but sometimes they didn't. Salesman always use the phrase "wasting my time". I didn't consider anything a waste of time unless their credit was crap and they were looking to get an Excursion. I could show a car all day long though- that was the fun part. I just don't understand the anger I see between the customers and employees.

[goblue]

I've had good luck being proactive - I just ask for their card and politely tell them to go away and I'll ask for them if I have business to do.

What I usually do is go to the local dealers, drive the cars, and get the salesmen's cards. Then, I call or fax the dealerships within a hundred miles with the car I want, and get quotes. Then, I take the best one back to the guy I drove the car with. If he can even match it - he or she gets my business.

I know that may anger some, but I'm not going to lose $500 because you set me up with a 20 min test drive. Last time the difference was 3K. Thats why I try and minimize my time with the salesman, because I probably won't be signing with them.

[IROCNROL1]

Originally Posted by likearock00

Exactly. I wasn't going to post but I do agree with Duspinnst here.

There is a rift between customers and salesman on here. I saw it when I sold cars too. I used to walk up to a customer and listen to them tell me that they are just looking. I would say that I am just showing. I would tell them that I was bored and didn't feel like just standing up there and would love to just show them some features on a car or truck. Most of the time they would go along with it, but sometimes they didn't. Salesman always use the phrase "wasting my time". I didn't consider anything a waste of time unless their credit was crap and they were looking to get an Excursion. I could show a car all day long though- that was the fun part. I just don't understand the anger I see between the customers and employees.

That sounds like a good plan of action to me. You probably did pretty well.

As far as hostility between customers/ salespeople, it's understandable to me. A lot of shoppers go in feeling that they are going to be taken advantage of in any way possible. This is a large, emotional at times, investment, and they know buying a car every 2 or 3 years doesn't make them experienced enough to deal on an equal footing with someone who sells them on a daily basis. Being apprehensive can easily lead to being defensive, which can lead to unwarranted anger. Did I mention stress?


Salesmen have to walk the fine line in this regard. Their job is tough, they do indeed have to deal with people who are wasting their time, and let's face it, they probably see more than enough obnoxious people who feel it's a given that they are supposed to be able to treat employees poorly just because they have the power to say yes or no. After years of dealing with this, some have a tendency to become jaded, and it shows.There is a built in adversarial relationship that depends on the salesman to be defused. It's not easy, but right or wrong, it's part of the job.

When I go in, all I'm looking for is honesty and at least some familiarity with the vehicle you are trying to sell. Telling me that your cars have "special" glass that keeps the interior from heating up, or being unable to open the hood or demonstrate the features on a car that you profess to be the greatest thing around tends to make me skeptical. I already know the ballpark price range that it should go for, and how well it lines up against the competition. One last thing, please (if you do so) drop the "I'll have to check with my manager" line. It's pretty old and is seen as a tactic used to wear someone down.

If I'm coming across like a jerk, I assure you that I'm not. (this time) I'm only trying to give my opinion as to why there may be hostility in this relationship. I treat salespeople with as much respect and friendliness as I would hope to receive from them. I don't try to lecture anyone that I feel is doing an inadequate job, I just go elsewhere.

[pontiacjs]

"Hi folks, welcome to ***** Pontiac, are there any questions that I can answer for you?"

"no thank you, we are JUST LOOKING"

"Great, are you looking for anything in particular?" (customers always answer 1 of 2 ways)

1. No not really, we are just looking.
"that is fine feel free to look around. My name is ***** and here is my card. If you have any questions or would like to take a test please let me know." I will let them shop and before they leave I will ask again if there is anything I can do for them. I also ask them if GM were to come out with a great deal would they like me to let them know.

2. Yes we would like to look at a *****.

Then I go to work...interview, presentation, test drive, review, and if I have done my job I will get the sale. If I can not close the deal and they are not buying for another few days, weeks, or months I will get there contact info and keep in touch.

Most of my first time buyers tell me that they bought from me because I did not push or pressure them. I am sure that there are some that are driving a car from a competitor of mine that were jammed into it. but I usually get them the next time around. I love following up on a customer that I liked and that did not buy from me. Their salesman never called to thank them and I did. I will treat them the same is as if they bought from me (except with loaning them my demo when their car is in service, that is a perk I give to my customers). I love getting a referal from someone who bought elsewhere.

The dealership I work at is very laid back, so I do not have to worry that my manager is going to give me the 3rd degree for letting a "Just looking" walk.

[ChebbySalesDept]

There is no fact to this percentage and just a guess. The reason that the "I'm just looking" response is a knee jerk reaction to the following question:

"Can I help you?" is said by 95% of car salespeople!

Any salesperson who asks this ridiculous question needs to sell hamburgers for a living.

It is policy here that every customer (sales, service or parts) who walks in the door (or on the lot) gets the following greeting:

"Welcome to XYZ Chevrolet. My name is Chebby and you are?"

If he's looking for the parts department, fine. If they want directions, fine. If they want a brochure, get lost, but fine. Point is, you only get one chance to make a good first impression. Can I help you is not the way to start.

It is basic sales 101. Control with questions. There is no reason other than being generally miserable that the customer cannot respond with his name. That's when the questions begin.

Usually when the "I'm just looking" comes a smarta$$ salesperson says something like "I'm just selling". The fact is the customer is "just looking" for a salesperson who is trustworthy, concerned and wants to seriously help the customer make an educated decision on a vehicle the salesperson has for sale. They have made their decision whether or not to deal with you within two minutes.

Even if the "IJL" response comes, start asking what is is they are looking for. They didn't just walk into a Chevy store and not have ANY idea whether it's a car, truck, SUV, etc. Now is the time to question and get to work. At our store, your up is your up. You may as well stick with him because the next up is the next salesperson's turn.

Long story short, the "IJL" works at the mall for clothing store employees because they don't know any better. But a professional salesperson knows that "IJL" is short for "I'm just looking for a great guy/gal to help me go thru the process and put me in the right car, at the right price that will suit my needs".

Imagine if the customer said that every time.

I think I'd faint.



Chebby

[roteague]

I'm curious. Would it not be possible for the salesman to be on straight salary, rather than having to rely on a commission in order to make a living? Seems, like that would solve some problems - and raise more, I'm sure.

[Swahili]

This is an interesting thread. Yesterday I stopped into the local Chevy dealer here on my way to get groceries because they had a black 2000 Camaro SS on the used car lot and I wanted to go see the car. I spent 5 minutes looking at the car from all angles and I noticed no one came out to ask me if I needed any help. I went in on my own and started talking to one of the salesmen, I asked my own questions, had a quick chat, and left. There are times when someone wants to be able to look at a car for a few minutes on their own before being approached, and I can understand I may not be the majority in this case.

When it comes time for me to buy a new car, I will already have in mind what I'm going to buy. I don't want a salesperson to try and sell me another car on the lot if at first I'm not committing to the car I came in to look at. I think though, that if a salesperson approaches me, and I want sometime to look at the car on my own, I'll get their name, tell them so, and find them on my own when I'm finished. Now I realize as a salesperson, you can't leave your sales up to customers who will come find you, but for me personally, I'll have already decided what car I want before I step foot on the dealership.

The salesperson who is respectful, polite, friendly, and helps me some in terms of pricing, will get my business. If I feel they're talking in a condescending manner to me because of my age, I'm walking.

Ultimately, I agree with the consensus that customers and salespeople be up front about what they want, and do it politely. It will make everything a little smoother.

[DuSpinnst]

I should add that when I recently looked at the Corvette, I had e-mailed the dealer first and made it clear that my purchase was a year off but that I wanted to get pricing info and actually sit in one.

I set up an appointment that was convenient with the salesman and we went thru all the info, including me getting to comb over the car.

Because of the manner in which I was treated, I am going back to this dealership and to this salesman and I will buy my car from him. He may not have sold me the car then, but his actions will get him the sale when I finally do buy.

Price has never been an issue for me as I get GMS (I even say that when I look) so that takes a big chunk of adversarial attitude out of the situation as I know I am getting the best deal I can get on that specific car.

[pontiacjs]

Sallary only v.s commision never works. What is the motivation for the salleried guy to get up and help a customer? Most of the salesman I know are motivated by either money or prizes. I could care less if I am #1 if I got paid the same as #12.

[likearock00]

The dealership we just bought our Dodge from pays their salesman pretty cool. They do a ton of internet business, and pay their salespeople the same. If the dealership does alot of sales that month, commision is the same and it is good. If they don't do well, your commision isn't as great. Everybody gets the same though. Pretty interesting.

[DeliveryDave]

From my understanding the dealer I use pays the sales people minimum wage salary and commission. If traffic is bad they still get paid just crappy, traffic is good the get good commission. This seems to work for retention of sales people. Many of the salespeople I saw growing up. The biggest complaint I here is traffic, it's feast or famine. One day more people then sales people the next almost nobody especially now winter it's getting dark early.

I could not handle being a sales person and try to treat them with the respect from that point of view. As a salesperson you need the buyer as a buyer you need the salespeople we are in this together.

[BryceStrong]

I don't think that customers realize that they don't own the lot. Meaning, customers aren't entitled to browse without 'interruption'. I never realized how immature I'd acted until I became a car salesman. I was just like some of you who'd never give the salesman the time of day. My mother and I were broomed once (for good reason) when we were shopping for my first car. Now, once a month, I'll deal with a customer (who's older than I am) who acts like I did at 16. Remember that you're on the salesman's turf. Be polite and carry yourself with respect. Don't give more credit to the phrase, 'buyers are liars'.

Originally Posted by IROCNROL1

One last thing, please (if you do so) drop the "I'll have to check with my manager" line. It's pretty old and is seen as a tactic used to wear someone down.

I'm assuming you're referring to negotiation. Most salespeople don't price the vehicle. That's what the sales manager is for. A salesperson's job is to land you, the customer, on a car that you're going to buy. If your salesman is unable to get out of you what his manager is asking, he must check with the manager.

ChebbySalesDept, how does the 'wait in line' system work? Is it effective? It's only done at a few places that I can think of. At our dealership, it's a first-come, first-serve basis. If the salesman isn't on point when an up shows, he's SOL.

Ghrankenstein, how about an article on the 'I just want your best price' objection?