Meet the Manager

The Power of Introductions: The Role of Management in Car Sales

Buying a car is a significant decision for most people, involving not just financial considerations but emotional factors as well. For most people, it’s the second biggest purchase of their lives (a house being number one). The role of the car salesperson is justifiably seen as the most critical element in this process (Our stats confirm this). However, the importance of introducing a customer to a manager can be overlooked, and the value it adds should not be underestimated.

In fact, introducing a manager increases the chance of buying a car by a whopping 40%!

A common scenario (based on the old Pendle style-controlled sales approach) in many dealerships is the salesperson vanishing to 'discuss the deal' with their manager. This can leave the customer feeling anxious, isolated, and left out of a critical part of the process. This disconnect can negatively impact the overall experience and potentially deter customers from closing the deal.

Introducing customers to a manager can significantly reduce these negative emotions and even boost sales for a whole bunch of reasons:

1. Building Trust: Meeting the manager establishes a sense of trust and transparency in the process. It alleviates the discomfort of being 'left in the dark' while the salesperson is away 'discussing the deal.' This more open line of communication leaves the customer feeling included and valued.

2. Establishes Credibility: The manager typically has more experience and knowledge about the industry, the vehicles, and the intricacies of the deal. When a manager shares their expertise, it boosts the dealership's credibility and instills confidence in the customer.

3. Encourages Accountability: The introduction of a manager signifies a commitment to customer satisfaction. It sends a message to the customer that everyone, including those at the top, is invested in their experience and satisfaction, leading to higher customer engagement and commitment.

4. Offers a Personal Touch: People love to feel special, and introducing a manager adds a personal touch to the experience. It adds an additional layer of human connection, making the customer feel less like a number and more like a valued client.

These benefits should not be ignored. It's essential that car dealerships make management introductions a standard practice. Similarly, it's equally important to prevent the 'disappearing act' of salespeople. This outmoded “man behind the curtain” strategy is not just a pet peeve for many customers but can also lead to a loss of trust and a sense of manipulation. In the digital age, customers crave transparency and real-time information.

If the salesperson must discuss an element of the deal privately, keeping the customer informed and engaged is crucial. Communication is key, and an understanding salesperson who takes the time to explain each step of the process can make all the difference in creating a positive and confident buying experience.

At the end of the day, the role of a manager in the car buying process is more than just supervisory. Their introduction to the customer builds trust, establishes credibility, encourages accountability, and offers a personal touch. Avoiding the 'disappearing act' and keeping the customer in the loop builds trust and transparency, making the customer more likely to deal.

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