Re: GAARE, Pune: An institute for car sales advisors! I started my career at the dealership level and twelve years later, as a customer, I feel that this school is a good initiative. Car dealerships are mushrooming across the country and although most major OEMs train sales and service advisors, I don't think it is effective enough. Whatever is taught during training programmes is soon forgotten, and the company's values remain only on boards in the showroom.
After moving from dealership right to a major OEM's design department (and soon after buying my first new car from the same OEM's dealership), I realised that no matter how many years of thinking, effort and reiterations go into designing the best value product than an engineer could, an uninterested / non-motivated sales advisor can kill it all for the end-customer. After all, it is not the top-management or the R&D team or even the CEO of the dealership that sells the car!
It was alarming to note that many times, the simple courtesies - smiling and greeting a customer as soon as he enters your showroom, making him (and especially his wife and kids!) feel comfortable, answering his questions patiently and not trying hard to shove a sale down the customer's throat - were sorely missing!
When I go car-shopping, this is what I expect:
(1) A courteous welcome into the showroom.
(2) A test-drive, or at least an appointment of a test-drive of my desired model (and getting that test-drive without follow-up).
(3) A sales advisor who can actually advise me (for that, he should be more knowledgeable than me about the product he is trying to sell me) about the product features, prices, variants, fuel efficiency etc.
(4) Follow-up from the sales advisor within the promised time, rather than me chasing him. This goes for before, during and after the sale.
(5) Thorough professionalism - not back-stabbing any other OEM or competing dealership of the same brand.
(6) Transparency - in letting me know of the right vehicle details (like manufacturing date), available offers etc.
When I think of sales-persons, these are the famous words that come to my mind: "A customer is the most important visitor on our premises. He is not dependent on us. We are dependent on him. He is not an interruption in our work. He is the purpose of it. He is not an outsider in our business. He is part of it. We are not doing him a favor by serving him. He is doing us a favor by giving us an opportunity to do so."
Recently, we went to buy a new Alto for my wife to take our daughter to school (here in Japan). The sales advisor told us that getting a new Alto from Suzuki will take at least 60 days. He also mentioned that we should not hurry into a car purchase as we are spending a lot of money. He advised us to also go to the Daihatsu showroom and check-out the Mira which is the JDM Alto's direct competitor (!). I was not too keen on the Mira. We did go to some other independent dealers though. In the meantime, I had noticed a few display / test-drive cars with the Suzuki dealer and had casually enquired about the prices.
After a day's thinking, we went back and bought a 2013/Dec Swift from the dealer with 4500 km on the clock for around 60% the price of a new Swift. The entire sales experience was so smooth and the advisor seemed to be so committed to his job that I know I could run back to him if at all I have some trouble.
Last edited by Viju : 13th April 2015 at 14:14.
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