Salesmen and Cars: Why the Charade?

Well, this week I found Birth of a Salesman quite interesting and the tactics and “science” involved in making sales has quite a history.  I know this is truly a personal prejudice that should be overcome, but I have always hated dealing with salesmen.  When entering a retail facility of any kind I can immediately tell when a salesperson works on commission.  No sooner does one set foot through the entrance then someone immediately approaches and asks “how can I help, are you finding everything ok,” etc…  Nowhere is this more annoying than on a car lot.

 

Perhaps my approach to buying expensive items such as automobiles is rare, but before shopping for a vehicle, or any other expensive thing, I do all the research and go to the lot knowing EXACTLY how much I should be spending on the given item in the given shape that it is in.  Probably all of you reading this do exactly the same thing, but it is obvious that many people are not doing their homework.

 

There is no doubt that the ability of the salesperson to build desire for the item in the potential buyer is a part of the science that Birth of a Salesman refers to and it is still going strong.  It is obviously effective because the routine of a car salesperson is always the same.  Before even discussing price they want you to drive the car, hoping that you will be so enamored by the vehicle that your price range magically expands.  Then they show you the best aspects of the vehicle (those that have been best restored on a used vehicle) and again hope for your magical transformation to a higher price point. 

 

While this strategy appeals to the basic trend towards materialism all humans are guilty of it does surprise me that these tried and true strategies, which Birth of a Salesman identifies as being around for many years, are still so effective.  In a day and age when anyone with internet access can go to Kelly Blue Book and identify the value of a vehicle in every category this tactic is still effective.  So even though this information is available to almost all American consumers, the method of dangling the carrot in front of a potential buyer’s face still works well. 

 

Then the haggling phase begins.  It always amazes me that the haggling process is still such an essential part of buying certain items in this day and age of competitive pricing between retailers and technology that provides instant access to price comparisons.  This is obviously a remnant of the barter system that is still alive and well.  Although price comparisons flourish online, I am sure people leave the car lot on a daily basis paying far too much!

Comments

[Lindsey Bestebreurtje]

My boss recently purchased a new car and things have really changed in these economic times. Because car dealerships have been in such tough times she was able to get a new hybrid for way below sticker with extra features like a sun roof, a built in navigation system, and handsfree calling features for free. I wonder if and how their sales tactics have changed? Maybe this kind of salesman is a dieing breed as well because of the access to informaiton you mentioned.