Tough times, or just the wrong attitude?

Bob Kernohan, Business Editor

MY daughter asked me the other day how tough conditions really were in the motor industry today.

“Very tough,” I said, drawing on 35 years‘ close association with the business. “Passenger car sales are way down and light commercial vehicle sales look as if they might be going down, although medium and heavy truck and bus sales are looking good.

“Why do you ask?”

“Well, how can times be so bad, yet I‘m getting such terrible service from dealerships when I have money to buy a brand-new vehicle?”

Then a tale of disappointment, disillusionment and angst emerged from a young woman with plenty of bucks in her pocket, a professional career and a good salary.

The roots of the tale go back to her student days when she had a faithful but rusty and disreputable-looking Opel Kadett that got her to and from varsity and to part-time jobs. She was sold on Opel for the brand‘s dependability and never-say-die toughness.

So, it was only natural that she should think of Opel when it came to buying her first new vehicle, although being an outdoors type, she wanted a half-ton bakkie, so set her heart on a Corsa Utility.

It was a one-horse race – she did not want anything else, despite her wise old dad suggesting she check out the market.

So, she went ahead and walked into the city‘s General Motors‘ dealer, ready to sign a deal. Right decision? Not on her young life!

“The salesman didn‘t seem interested. OK, he gave me a few minutes and showed me the vehicle and a few specs, but that was the end of it. No question about whether I was still interested, would I like a quote on the price, would I like a test drive?”

So, she walked out, with that bakkie struck off the list, her dream of one day owning the vehicle she had had her heart and mind set on buying for years dead in the water.

She still loved the vehicle – she was just not prepared to have any more contact with the dealership staff selling it.

First goal to the lackadaisical, disinterested and obviously well- off salesman. It was obvious he did not need the business, despite advertising campaigns showing GM sales staff so busy meeting customer needs the family dog does not even recognise them.

The next step was to look at alternatives, there being only two in the half-ton bakkie market, one a cocky little Ford and the other an Italian-stallion (or at least pony)-type vehicle.

First choice of the two was the Ford, so she gets up early and arrives at the dealership before a mid-morning start at work, only to be told that all the sales team are at a meeting, but should be out “in five minutes”. After 10 minutes, she leaves and goes across the road to the Fiat showroom. What a difference, she tells me.

One, she is actually made to feel welcome. Two, she is offered a seat and has a discussion with an informed salesman as to what she‘s looking for, what she‘s going to use it for, and other relevant points.

Third, the salesman actually takes her to a vehicle, opens the door for her, and lets her sit in it and get a feel. “Would you like a test drive?” he asks.

My daughter thought she was in motor buyers‘ heaven!

To cap the positive experience, the salesman provides a written quote including what special deals – mag wheels or a free canopy – should be possible.

She‘s walking on air as she crosses the road to look at the Ford Bantam – but, sadly, she soon crashes to the ground.

“The salesman just wasn‘t interested,” she told me. “It was as if it was all too much trouble and he had other more important things to do.”

After having to ask all the questions and write down the answers about specifications, prices, warranty and service intervals, she is grudgingly given the salesman‘s card and sent on her way. “You know, he did not even ask my name.”

Goal two to another lackadaisical, disinterested and obviously well-off salesman. So there we have the score: Consumer 1, Disinterested Salesmen 2.

The eventual preferred vehicle is now the Fiat – not even on the list at the start, as, remember, it was a one-horse race with the cash ready to be placed on the favourite. But the Fiat salesman was the only one to impress.

However, the game has gone into extra time on the away goals rule. After the poor service was reported to senior management, the other two bakkies are back on the field for a replay following assurances that my daughter had been unfortunate to receive such shocking service and that it was “most unusual” .

The referee is still on the field, too, and time will tell if the willing consumer takes another hammering.

In the meantime, I guess all of we disgruntled consumers will have to live with tales of how tough it is out there for sales people. My thought is that more effort and even a modicum of interest could be one solution.

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Business