I finally bought my car and have been suffering from buyer’s remorse ever since. It’s not that I feel guilty about spending large amounts of money (maybe it is) but the treatment I received from their salespeople. I’ve spent my entire career in sales and this is a milieu I understand well, all the tricks, the lies, the promises and the last minute glitches that happen. This is all from the salesperson’s perspective.
But buyer’s remorse is coming from the buyer’s perspective not the salesperson’s perspective.
I started this process like a typical 2.0 customer.I researched different types of cars, I did my homework, talked with people, test-drove different models, and even considered flying to Sweden to get my factory-ready car (but I still couldn’t get it in chocolate brown). I contacted five different dealers in California, hoping to leverage my circle of competitive influence but for some reason none of them returned my call. (Hey, I thought I was the buyer here?)
So I finally walked into a dealer and sat down with all my paperwork and my body guard ( my dad wanted to come along:) and affter two hours of talking, negotiating we finally agreed on a price and shook hands. We had to run so I asked them to send me the paperwork (I know that wasn’t a good move). A few days later, the sales manager contacted me panicked and explained his salesperson had made a mistake or what he called a ”human error.” He explained the price he quoted and we agreed on was on a different model with less features and not on the showroom model.
“That’s funny” I said, “especially since we were all hanging out on the salesfloor and the salesperson even suggested I take a picture in my new car.”
The story goes on and on- finally we settled the misunderstanding after a slew of salespeople and managers trying to make it right or come to a price agreement.
I’m worn out and feel this experience was not a customer 2.0 buying experience. Instead, it was filled with hidden agendas, false promises, maniupulative tactics and everything to make me lose trust in anything that has to do with cars, sticker invoices, rebates, and all the car language that goes with it.
I just wanted a new car and wanted a healthy buyer relationship- but it all turned sour. Does that give me reason to not buy my car? I just wanted the experience where they shake hands and tell you how much they appreciate your business and welcome you into their car family but I didn’t get that.
Today’s Customer 2.0 wants to enjoy their buying experience and even if they are independent, self-educated, quick, busy, and want to opt-out, once they make the decision to buy, they want the fanfare that goes with it.