Used Car Salesman : Friend or Foe?

It is fair to say that most people have a stereotype in their minds of the average car salesman: pushy, aggressive, manipulative, untrustworthy, etc.
However, most people are in the market for a used car at least once in their lives, so how can one make the car buying experience a pleasant one? The first step is to overcome the preconceived ideas about your salesman before you step into a showroom.
In previous years, these stereotypes have come from personal experiences and hearsay from others. These tales might include a salesman who was trying to rip them off; who lied to them about the car’s features and background; who didn’t have your best interests in mind; who would treat you differently if you weren’t interested in a higher-end car that would get them a large commission. There still are some salesmen still in the world who practice like that, but it’s also safe to say that there are many salesmen out there trying to change people’s perceptions by being honest and fair to their customers.
In a family owned dealership (FOD), it is very important for salesman to realize their role in the organization. Most of these FOD’s have a strong interest in bettering the community in which they operate. They want to treat their customers like they are part of their family, because essentially they are an extension of the business and the name connected with it. Because of this, the owners want to make sure that the customer is #1 and that their best interest is always in the mind of the salesman. Ultimately, it comes down to a trust issue- happy customers tell the rest of the world how they were treated and whether or not the dealership is worth visiting.
So, how does one know when they are a victim of the stereotypical salesman? The first step is to make sure that you know what you want and that you have done your homework when you walk into a dealership. A salesman is going to be the first person that you talk to, so if they know you are serious about what you are looking for and that you know the average prices, it is much less likely that they will be able to cheat you out of a good price and car. Also, you must know what you are willing and able to pay, because that shows a genuine interest and confidence at the dealership. If these two suggestions do not work, you are always able to speak with other people at the business including managers or customer relations representatives whose sole purpose is to make the customer happy.
There are stereotypes on every facet of a human: gender, ethnicity, height, weight, age. However, in this day and age, customers are doing everything in their power to overcome these prejudices. It takes more than one person to help overcome a stereotype, but it takes one person to start that trend. So, the next time that you walk into a dealership, try viewing your salesman as someone who is on your side, not an enemy. Then maybe that one person could be you.

Caitlin Higgins