Among all automakers today, there is a renewed focus on customer service and the dealership experience. Not unlike many industries, legacy auto manufacturers and their dealer networks face the same headwinds in attracting consumers. They are competing against emerging brands, negative public perceptions, and the background noise of everyday life.
In response, many dealers have already renovated their facilities, invested in customer service training for staff, and expanded their online operations to better serve customers with busy schedules. These changes mean you can receive the luxury treatment even if you are not purchasing a luxury vehicle.
Here are three tips to help you get the best experience when shopping for a new car. These suggestions work for both new and pre-owned vehicles, with insider advice you can use to your advantage.
Be direct
Set expectations from the beginning
One of the best ways to ensure you receive great service is to simply say that is what you want, period. No exceptions. You can phrase this in your own words and with regard to what is most important to you during the car-buying process.
From my time as a sales consultant (Sioux Falls Ford) and as a dealership trainer for brands like Honda and Volvo, I found it much easier to help customers who were direct. When you clearly state your expectations, you will know which dealerships can actually meet your needs, making the shopping process smoother.
Here are two simple phrases you can use to set expectations for luxury-level service. One is for new cars and price, and the other is for used cars and their condition.
When shopping for a brand-new vehicle, try something like this:
“I’m actively looking for something new, and I plan to buy soon, but it’s imperative I stay within my budget. I would appreciate it if we could hold to that price point and not stray too far from it.”
Why it works: It signals to the dealership you are ready to move if the price is right. It also conveys that any “up-sells,” such as an extended warranty, should be presented only if they make sense and are within your budget.
This approach is even more effective if you already know the make, model, and trim you want. If you are looking for a reliable family SUV, there are options that are more affordable than expected, and the same for popular sedans and cool sports cars, too. Once you have an idea of what you want for your next vehicle, you can use this sample verbiage to keep things on track with the dealership.
When shopping for a pre-owned vehicle, try something like this:
“It’s important I find something in good mechanical condition. When you take vehicles in on trade, what does your ‘reconditioning’ process cover?”
Why it works: Using the word “reconditioning” shows you know a bit about the dealership process. Staff use this term for what happens internally after a car is traded in. Reconditioning can include (but is not limited to) a multi-point inspection, an oil change, brake work, new tires, dent repair, replacing batteries and bulbs, and cleaning the car.
When you demonstrate an understanding of how a dealership works, even at a minimal level, it signals to the staff that you are serious. It shows that you can recognize a good used car from a not-so-good used car. If the sales consultant e-mails documents from their reconditioning files without hesitation, it’s a sign they are committed to providing you with the best service possible.
Request the concierge treatment
It streamlines the process
While most dealerships already had some type of online buying process (i.e., internet sales), the emphasis on virtual or contactless service exploded in 2020 during COVID. In the years since, the greater automotive retail sector has moved to reduce the multiple hours it normally takes to purchase a car. In a best-case scenario, you may only need to be at the dealership to sign the paperwork and take delivery of your new vehicle.
You can take advantage of this to receive luxury-level service, even if you are not buying a luxury car. For example, ask the dealer if they can bring the vehicle to where you are for the test drive. If the dealer agrees, it’s a sign they are willing to work around other commitments on your schedule, be it family or work.
If you plan to trade your current vehicle, ask if the staff member bringing the vehicle you are interested in can also look at your vehicle. That’s another good sign if they agree. Most likely, the dealer staff member will email you a value for your car later that day, saving you a trip across town. Having the figure for your trade-in will also make it easy to see where you land on the final price for the vehicle you are interested in.
You Should Shop for Phones Like You Shop for a Car
Don’t buy a phone at MSRP.
Customer satisfaction survey
Take care of them when they take care of you
If you have purchased a new vehicle in the past, you might recall receiving a survey from the manufacturer. On the surface, it looks like a normal customer satisfaction survey. And it is. But with one caveat.
Since that survey is from the manufacturer of your vehicle, it has a tremendous impact on the dealership staff and its business as a whole. Manufacturers can attach regional awards, bonus pay, and other benefits to dealers that maintain a certain customer service index score. In so many words, that survey is a huge deal.
You can use this incoming survey to your advantage by strategically and professionally letting the dealership staff know you will take care of them if they take care of you. That you will give them high marks on the survey if they provide you with a high level of service. Tone will matter here, so don’t threaten, as there is an internal appeals process that can get these surveys dismissed in the event of an insufferable customer.
Instead, tell the sales consultant that you’re also evaluated at your job, whether by your boss, customers, or both, so you understand how it feels. Let them know that if they offer a fair price, a good car, and great service, you’ll reflect that in your survey.
Enjoy your new car!
You deserve excellent customer service, even if you’re not buying a luxury car. The best dealerships know this, no matter what brand they sell. The next time you are in the market for a new vehicle, use the tips above to make the car-buying process smoother and more enjoyable.
