Nerves

Many times when I greet customers who are wandering the lot the first thing I hear is, "Oh we're just looking..." coupled with a nervous expression. Much as a retail salesperson is asked to approach customers who enter their place of work I am asked to do the same. Am I greeting people because I want to sell them a car? Of course, that's how I make my living. Do I bombard them with cheezy lines that one would expect from a used car salesman? Not unless they're game ;)

What I'm learning is that buying a car is uncomfortable for almost everyone. It's not something that many of us do often and the process has its risks. More and more I look at my job as a 'helping profession' that involves negotiating the nerves of prospective buyers and getting them into a vehicle that matches their needs and wants. While many of us need cars, few of us enjoy buying them.

One of the joys of my job is helping a person through their objections and finding them a vehicle that really fits. Many times the sales process that begins with trepidation ends in delight when the customer makes the decision to buy. I've seen customers breathe sighs of relief at my desk after going ahead with a deal. Being part of that relief is awesome.

Royal Treatment

There are risks associated with used car buying, especially in private sales where the buyer is not protected by legislation that ensures proper disclosure. Used car buying involves a delicate balance between the search for value AND quality. 'Good deals' may end in disaster if the vehicle turns out to be riddled with problems that were undisclosed or unforseen.

I see value in used vehicles as compared to new given the fact that EVERY vehicle is a depreciating asset that most of us nevertheless need to live our lives. Letting someone else pay the steep depreciation that occurs in any vehicle's first 18 months of life just makes sense to me. But what about the risks of buying used?

More and more I appreciate the commitment that Strickland's Autogroup has to ensuring that our sold units are inspected and addressed in a way that puts our buyers minds' at ease. Time and again I follow my customers' vehicles through our service department to discover that issues are addressed that weren't even noticed by both myself or the customer. Here's where value and quality really meet!

Boiler Room...

Had a chance to watch an older movie this week entitled 'Boiler Room.' The flick is a clear homage to Glenngary Glenross and Wall Street with its focus on flashy sales tactics and the greed that drives them. Two things that struck me about Boiler Room was how captivating it can be to witness the sales process when it is conducted by a pro. The second thing was how sales ability isn't always connected to a valuable product, as in Boiler Room where young, greedy men are selling stocks that don't exist. Who knew that Vin Diesel could actually act?

Renovating an image...

The used car salesperson often labours beneath caricitures that are less than flattering especially when compared to other professions. The influence of negative stereotypes is obvious to me sometimes when I first encounter customers on our lot. What I try to impress upon my customers are the ways that Strickland's progressive approach protects them entirely from the negative features of 'old school' car sales.

VOLUME VS. MARGIN: The buying power of Strickland's means that often times we are able to sell our vehicles for what smaller dealerships pay for them at auction. As a result we advertise our lowest prices on the windshield, prices that beat the competition even when they roll theirs back. Our philosophy? Make a little on alot of sales, rather than alot on a few. By proudly displaying our lowest price at the beginning of a person's search we take the hassle out of the process and ensure that the focus is on finding the right vehicle rather than playing games with money. In traditional sales the salesperson works with a profit margin and aims at making more by discounting less. At Strickland's we make the same amount on each vehicle which takes the bias out of the process, thus making us an ally with the customer!

Alot more than price...

I work at Strickland's Automart for a number of reasons. It is a real advantage to sell from an 'automart' that boasts of selection and prices that are second to none. Our pricing is so competitive that we eliminate 'haggling' from the buying process altogether. This can be a shock to some customers who associate used car sales with 'dickering.' By advertising our lowest price from the beginning both the customer and the salesperson are free to focus on what really matters, viz. finding the car that suits budget and needs.

Social communications have definitely improved the buyer's market by making price comparisons quick and easy. While the Internet is indeed a helpful tool it can sometimes confuse the buyer.

At Strickland's our prices are second to none. When a customer hears this and remarks that they saw a similar vehicle online for less it is important to consider the following:

Is it a private sale? If it is there is less security regarding the vehicle's history

Does the 'cheaper vehicle' have the same options and mileage as the one on our lot?

How far will you have to travel to purchase the vehicle and will the delivery process suit your schedule?

Beyond these questions and more it is important to consider SERVICE!

At Strickland's we have more than a dozen master mechanics who are well equipped to service literally every make and model. Very few used dealerships can boast this level of service. In lieu of administration fees Strickland's has a 'Bee Safe Package' whereby we protect our customers from difficulties for the 30 day transition phase of their purchase. Sadly, many customers come to us after buying elsewhere, encountering serious problems with their vehicle and have no luck with the dealer that they bought from. A recent couple came to me in dismay having spent over $2000 on a vehicle they had purchased only 6 months prior.

When you think of all that we offer - our prices are SECOND TO NONE.

Just like new...

Yesterday I was working with a customer who was looking to upsize his pick-up truck for towing purposes. He had an '07 in mind with specific mileage which we didn't have at the time. What he said next got me thinking, "Guess I'll just look into getting a new one." I translated that comment to mean something like, If I can't save on an older pickup I might as well just buy a new one. What I said to him next took him by surprise, "Why not buy a 2010 off of our lot with very low mileage and save close to 50%"? Ford in particular has been advertising employee pricing which sounds appealing. For comparison's sake take a look at what I suggested to the gentleman yesterday. Click on this link to price a new pick-up F-150 pricing

Now take a look at a 2010 from our lot 2010 F-150 at Strickland's

What should be obvious is that letting someone drive your pickup for a while will save you thousands of dollars...

Give Strickland's a call for more details 519.271.6824 or 519.301.0319 (cell)

Quest for value

A large percentage of the automobile market is occupied by the minivan. Growing families in need of seating capacity and transport space are the obvious candidates. Dodge has certainly done its part in meeting these needs and continues to be one of the most popular choices. With the financial demands of family life a key word ought to be "value." This week I noticed a 2007 Nissan Quest on the lot at Strickland's Automart that really fits the bill. At $13950 this minivan combines comfort and functionality and includes 3rd row seats that mimic the Dodge Stow'n Go feature. Check it out on our website! http://www.stricklandautosales.com/used-vehicles/nissan-used-minivans.php and send me an email to book an appointment...

andrew@stricklandautosales.com