In response to Brian J. Murphy's Feb. 21 letter ("Satisfy the boss - not customers?"), I wish to point out that he simply doesn't get it.
If Murphy wants to stay in the auto business, he'd better start listening to his management, not the client.
The client will lead him right down the road to bankruptcy.
The auto industry is a "today" business. What did you deliver today?
It is not: What client did you put in the Be Back Club? Those are all the clients that never come back.
Murphy's managers know how to sell vehicles to clients today.
Listen and learn. In his two short years in the industry, Murphy has yet to figure out that buyers are not always completely truthful. It is the responsibility of auto salespeople to help them make a good decision, or they will never make a decision at all.
We must ask for the sale many times and guide the buyer in the right direction in order to have a win-win situation.
In what other industry can a person spend hours with a client and not make a sale, or receive a $75 commission for selling a $40,000 or $60,000 vehicle?