Why is Client Loyalty So Rare?
With Maggie’s car lease maturing, we decided to visit her local dealer. This would be her third new car from the same dealership and she has been a loyal patron of their service department as well. We met with a salesperson (whom we’ll call Jake) for nearly two hours. Jake was seemingly doing many things right. He was personable and attentive, used our names often, offered the test drive and injected occasional witty humor. While his product knowledge wasn’t up to par and he admitted to being with this dealer only five months (and to working for about “twenty other local car dealers”), his outgoing personality and aptitude for client service more than made up for his deficiencies.
Much to our surprise, as we’d only planned to look, we eventually ended up in the negotiation stage of the process. When Jake presented a new lease offer, he explained it as, “A flat deal – we’re not making any money and we’re not losing any money.”
I’ll refrain from getting too deep into the details of what ensued and simply say that within five short minutes Jake’s sales manager was saying, “We haven’t [Read more…]