Does It Matter Who You Think I Am?
By Jennifer Libin, jlibin@apb.cc
It’s common knowledge: automotive salespeople don’t provide the same caliber of service to every client. But why? After all these years, nothing has changed. While other industries improve consistently, the automotive industry seems to be stuck in time.
If you don’t believe it, try this. If these three customers walked into your dealership on the same day, how would you treat each one? Be honest, no one will know except you. 
a young woman in yoga pants and a T-shirt
an elderly gentleman who walks with a cane
a woman about 40, casually dressed
These are real customers. Here are their stories.
The woman in yoga pants was left on her own to wander around looking at cars. After some time, she was told by a salesperson to come back when she was serious. No salesperson ever provided details on the various models, or ask what she wanted in a vehicle. She left without a new vehicle.
The elderly gentleman was shown to a chair in the waiting area and asked to wait for a salesperson. Several people who arrived after him were greeted and introduced to a salesperson immediately. After 30 minutes, he left.
The 40ish woman was greeted by a salesperson, asked a few questions, shown a couple of model in the showroom and told to check the website for more information. The salesperson asked her to come back when she’d decided on what brand of vehicle she wanted. She left without a buying a vehicle.
Each of stories has two things in common. First, they all purchased a vehicle the same day, but from a different dealership. Second, each of the salespeople they encountered made a conscious decision based on the way that the customers looked. They decided that these individuals were not serious about buying a car.
The salespeople’s attitudes and unwillingness to help each customer was determined by their first impressions. These salespeople dismissed the customers before they ever talked about their needs or wants in a vehicle. Remember, though, first impressions work both ways. Customers can decide if they want to work with you based on how you look and act in the first few minutes of an exchange.
What the salespeople didn’t know may surprise you, too. The lady in yoga pants was an independently wealthy woman of leisure, the elderly gentleman was planning to purchase cars for his two grandchildren, and the 40ish woman was a soccer mom who desperately needed a new van.
These salespeople stopped the sale before it ever started.
These examples underscore how critically important it is for dealerships to have a well-structured and clearly defined sales process in place. It is equally important to support the process with an educational and training program that is delivered to each and every employee, from management to receptionist. When this happens, all customers will be treated in the same manner. 
It is time to break this cycle in the automotive industry. Every employee at a dealership must begin to treat every guest as a buyer. Otherwise, your people will continue to stop sales and your customers will go elsewhere. So when the next person walks into your dealership, don’t assume you know who they are, take time to get to know them.
About the Author
Jennifer Libin, Sales Director, has worked full-time for APB for four years. Her career with APB began when she joined the company as an intern in 2008. Ms. Libin has a keen understanding of the automotive industry and excels as a leader who builds teamwork and cultivates relationships. In addition to APB, Ms. Libin works as a gymnastics coach for a private club and as Varsity Head Gymnastics Coach at MADS-Medfield, Ashland and Dover-Sherborn high schools. She earned her bachelor’s degree in Political Science with a minor in Sociology from Assumption College in Worcester, Mass. She can be reached at jlibin@apb.cc or (508-626-9200).