Why do dealers do this?


I'm an old fashioned guy. I like to make my audio purchases from a store and have a person I deal with, establish a relationship, and know that I have someone I can call when I need things. That is why I went into one of the larger stores in my area the other day, ready to audition a couple of things and buy my system. I had a very clear idea of what I wanted, asked to listen to a component with a view to buying it.
The dealer had a completely wrong approach from the start, and it is not a unique situation. I know many good folks in the business are on these forums, so I want to ask why this happens.
From the moment I set foot in the store he created an atmosphere of fairly intense pressure. He started with "you know, I only demo for buying customers". Throughout the visit, I felt continuously pressured to buy on the spot. I was forced to cut my visit short and I was unable to fully appreciate the component I was auditioning. I went from wanting to buy to wanting to run away - who feels comfortable buying something when pressured and rushed to do so right away? So I left the store unsure that I would want to do business with him. Had I had a good experience, and a knowledge that I can go to the store any time and have a good experience rather than have to find a way to "escape" the pressure I would not only have been happy to buy what I wanted, but would have been back often for other purchases. I cannot for the life of me understand where this comes from. One argument I heard is that store owners don't want to have people audition things and then buy online. Well, first off short of refusing to have a show room I don't see how you can make completely sure of that. So, wouldn't making the customer feel comfortable in your store be a better strategy? For me, I now want to shop online rather than go back. And here is one more twist. All online dealers for the product I was looking at make it clear they will not sell to anyone who has a dealer in their area. So I could not buy that online anyway!!
Can anyone enlighten me? Why can I not go to a local store and have that be a pleasant experience any more?
roc_doc

Showing 4 responses by danlib1

Mlsstl reminded me that it's not just audio dealers who act this way. I'm in sales for a living, and had a unique experience buying my wife a car.

One Saturday, I drove my P.O.S. company car (it's free- new one every year or so) to the Lexus dealership to buy a Lexus for my wife. I had on jeans, tennis shoes, and a Santana T-Shirt. My plan was to make the purchase with $15k down, leave the company car on the lot, and come back with my wife on Sunday to pick up the POS.

Well, the 20 something salesman refused to let me test drive a car. I could not believe it. His excuse was that since I was buying it for my wife, I should bring her up there for the test drive with me. I pointed out to the guy that my wife hates dealing with car dealers, and that I would make the decision and the transaction.

Even after my explanations, the kid told me to come back with my wife and he would "let me drive a car". He obviously took me for a middle aged underfunded chump who had no business on a Lexus lot.

Unbeknownst to the little shit, my wifes's second choice was an Acura she really liked- and the Acura dealership was directly across the street.

I went across the street and dealt with a guy in his 50's- great transaction.

I bought the new Acura and drove it over to the Lexus dealership. I asked to speak with the kid who had dissed me, and gently explained that one thing you must learn in sales is that appearances can be deceiving, and that every customer should be treated with respect. He did not apologize, or say anything other than I had made a mistake and bought an inferior car.

So basically the kid learned nothing and still treated me like shit. I'm sure he's doing very well in the current economic downturn.
Me too Viridian, at least according to my wife. I'm just pulling mrtennis' chain a little.

BTW, like them or not, I couldn't call Obama and McCain stooges.

Let's see, one candidate worked his way up from a single parent childhood to the top of his party's ticket, inspiring millions of people while running one of the most brilliant political campaigns in American history. The other has a lifetime of service for his nation under his belt, including serving bravely in the military, and putting the welfare of his buddies ahead of his own while frequently suffering unspeakable torture.

Yep, stooges both, we should be ashamed.
I believe this thread has hit the wall.

Moderator, please terminate with extreme prejudice :)