N EW DEALERSHIPS Correct Information about financing and car features Will match prices with local competitor(BMW) All about service, make the customer want to do business with you Online Advertising 90% of the business is making the customer feel comfortable with you, 110% is negotiating. -Michael Tolland, VW Good price for the model, year and condition Adjust to customers wants and needs Demographics change tactics Honest about car history Commission = extras USED DEALERSHIPS
Individual must be induced in an act Environmental cues must be arranged so that a distributional attribution results
Individual must be induced in an act Test Driving a Car Being able to see themselves in that car Salesman verbalizes things the buyer wants to hear Being active within the sale Asking questions
Environmental cues must be arranged so that a distributional attribution results Distributional Attribution Internal, focus on personal characteristics Has to be limited amounts of force or pressure in the situation ENVIORNEMENTAL CUES ARE DIFFERENT BETWEEN A USED CAR DEALERSHIP AND A NEW CAR DEALERSHIP!
NEW DEALERSHIPS Help relieve situational cues by making the customer feel comfortable Cause stress and make the situation feel forced and pressured Selling yourself is just as, if not more, important than selling the car USED DEALERSHIPS Push the benefits of the car more than selling themselves External justifications are used When used properly the customers internal justifications will not change
Fritz Heider Also called P.O.X. 3 Parts Person (P) Another Person (O) Object (X) Forms a triangle with each element linked to the other two components by a positive or negative evaluation based on the experience had.
Leon Festinger Cognitions are bits of knowledge that individuals have People are motivated to eliminate based on unpleasant people or experiences
A customer (P) can be persuaded to buy a car based on the experience they have with a particular car salesman (O), which would be the deciding factor on whether or not to buy a car (X). Based off the experience a customer has will determine if a sale is completed. If a customer has a bad experience the customer will most likely option to go to another dealer to purchase the car. Eliminating the current dealer from the list of potential stores they may buy the car from.
Ann Bainbridge Frymier, M. K. (2007). Persuasion:Integrating Theory, Research, and Practice. United States: Kendall/Hunt Publishing Company. Giordano, V. (2011, October 21). General Manger. (N. Oliva, Interviewer) Klein, a. (1998-2011). howstuffworks.com. Retrieved from howstuffworks.com: http://auto.howstuffworks.com/buying-selling/car-buying4.htm http://auto.howstuffworks.com/buying-selling/car-buying4.htm Papper, M. (2011, October 20). Former Used Car salesman. (S. Sabukewicz, Interviewer) Steven. (2011, October 18). BMW cars alesman. (S. Shirshac, Interviewer) Tolland, M. (2011, October 19). VW Car Salesman. (R. Larkin, Interviewer)