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Originally Posted by pocon1
borla, ultimately our goal is to sell him or her a car. a sale for a lesser price is still a sale, and not one for your competitor. So a good salesperson will talk to the uninformed customer and try to find the car that meets their needs, not the salesperson's needs. Also, at least at our dealership, customer surveys carry a lot of weight, ie they have an impact on our finances. We get paid on the quality of our surveys.
as far as where we make our money, the 80/20 rule is that 80% of our business comes from 20% of our work. If you do things right, like good followup with a customer that has left, asking for referrals, staying in contact with the customer, then a relationship is built. One of our salesmen derives the majority of his business from his client database built over the last 10 years. He works the list, never takes ups, plans his appts and sets his schedule.
Also, remember that perception is very important. If the customer is happy, then they are happy. The car is what it is. If they felt they got a good deal, they got a good deal.
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I'm a "car guy". I grew up interested in cars, have always read car magazines, usually work on my own cars, and I even moderate the largest GM performance board on the internet (according to bigboards.com). Every single time I shop for a car, I know all about it, the options it has, it's performance, etc. I have had quite a few salespeople try to BS and pretend that they knew the car well when they didn't. Nothing turns me off more. Not even so much that they don't know about the car, but that they are trying to PRETEND they do, when it's obvious to me that they don't. I will (and have) turn around and leave, and go to another dealership, even if I am set on that particular model. Just an observation/advice for you. Best case, know your product inside and out (and I recommend you surf the car forums related to whatever brands/models you sell for information and perception of it). Worst case, don't try to BS if you don't know.
Not at all aiming that with the implication that YOU do, just that I've personally encountered it more than once, and it definitely has cost salesmen my business in the past.