An Experience at an Imported Car Dealer

This happened a little while ago. My husband received a call from an imported car dealer (not Porsche) inviting him to “come for a test drive”. When he went for the test drive, he was seated at a table, and when the salesperson stepped away to get some materials, a well-dressed man in his 40s sat near my husband’s table.

My husband thought, “He looks very put-together. Maybe an executive at some famous company?” But the man looked quite unhappy.

Then the man’s salesperson came over, and the man spoke up immediately.

“You see, I recently received a letter at home. It said that the headquarters had announced a defect in the model I purchased. The letter included an explanation and an apology.”

“If there was a defect, why didn’t you call me instead of just sending a letter? This wasn’t a cheap purchase. Handling it with just a letter seems unacceptable. At least a phone call would have been appropriate, and that’s why I came here today.”

The salesperson replied,

“We apologize. However, as explained in the letter, it was determined that there is no issue with the Japan-spec cars, so we sent the letter only. Therefore, there is no defect with your car, so please rest assured.”

The man responded,

“I understand that. But still, a phone call would have been nice. I’m not angry; I just wish you had told me verbally, even just a word. That’s what I’m saying.”

While this exchange was happening, my husband’s own salesperson returned to the table, but my husband couldn’t stop paying attention to the conversation between the man and the salesperson, and he didn’t hear a word of the car explanation afterward (laughs).

In the end, the conversation between the man and the salesperson remained at a standstill. We don’t know if the man was satisfied, but he left the dealer.

Customers Who Don’t Get Calls from the Dealer

When my husband came home that day, he said, “I witnessed an interesting scene at the dealer earlier,” and shared the story above.

I said, “Well, it’s not a cheap purchase, so I can understand wanting a phone call… but the salesperson’s response seems counterproductive. Still, is it really something worth going to the dealer over?” My husband replied,

It’s true, it’s an expensive car, and a phone call would have been kinder. But I think customers who say things like that are the ones who don’t get calls from the dealer. On the other hand, customers who do get calls from the dealer don’t say things like that—they seem more relaxed, bigger-hearted… their perspective is different. I think this shows up in their work too. I’ve seen people at many levels, and the so-called top-tier people don’t say things like that. It’s the old saying, “Wealthy people don’t quarrel.”

At that moment, I thought, “That makes sense,” and just recently I came across an article online titled “What Kind of Customers Do Salespeople Dislike?” (I wonder why that made me nervous).

What Kind of Customers Do Dealers Dislike?

The article was an interview with a top salesperson at an imported car dealer, and it had some eye-opening points.

“Expecting the dealer to handle delivery and pickup as a given,” “complaining about loaner cars,” “not considering our convenience at all,” “not trusting the salesperson or dealer in the first place,” and so on. These are customers who still believe ‘the customer is god’ without question or act as if it’s their right. Customers who impose their own convenience or fixed ideas tend to be disliked at any dealer.”

Although things have improved compared to before, imported cars still aren’t free from breakdowns. A common complaint from customers switching from Japanese cars is, “How can a more expensive, better car break down more than my previous ●●●● (Japanese car model)?” We understand the frustration, but…

The truth is, our real relationship with customers starts after delivery. The negotiation phase is like a “courtship period.” (omitted) We are often impressed by the thoughtful care shown by socially prominent customers. These customers rarely make unreasonable demands. Price negotiations usually conclude smoothly in one or two rounds. (omitted) They are what you’d call “highly skilled communicators.” That’s why they win people over and have achieved their current status.”

＊Top Imported Car Salesperson Reveals “Honest Truths and Behind-the-Scenes”

Hmm, very enlightening.

When there’s a defect, I’m not saying you should just endure it quietly. If something’s wrong, you should speak up. But “acting high and mighty just because you’re a customer” or “taking up more of someone’s valuable time than necessary” feels off to me.

Salespeople and customers are basically people dealing with people, so respectful and considerate communication is necessary. If mutual trust and a good relationship develop, the dealer might even bring better offers your way.

By the way, when asked “What kind of customers are good for dealer salespeople?”, the top salesperson in the article said,

Those who don’t stray to other brands and even introduce friends. I hope to see more customers like that, and to share the appeal of imported cars with more people. That’s why I keep working hard every day.

He said (laughs).