To the Editor:
In his July 18 column ("Just click for more information"), Keith Crain says "there is no excuse for any salesperson not to know as much as any customer."
He is correct in asserting that import salespeople are better informed about their product than domestic salespeople. But I believe he is misinformed about domestic-brand salespeople.
Makers of import-badged vehicles understand the role they play in the presentation of their products by salespeople in the dealer showroom. They know the product lineup must be easily understood and choices limited so that most of their dealers can stock what the brochure says is available.
Customers have clearly defined choices so that the decisions on which model, equipment level and color to choose are easy ones.
Domestic manufacturers, specifically General Motors and Ford, are still operating under the misguided notion that customers want more choices than are offered by the leading imports.
Too much choice creates confusion and indecision among consumers, chaos for dealers and an incomprehensible nightmare for salespeople trying to learn the product.
Chevrolet and Ford offer hundreds of models, each with three to six trim levels (equipment packages), in eight to 20 colors with two or three interior color choices, two or three interior fabric choices, one to four engine choices, two transmission choices, plus a host of other options.
Too many choices mean too many decisions.
It's just too hard to do business with GM or Ford, whether you are a dealer or a retail consumer.
Does Crain still think there is no excuse for a salesperson not having a clear understanding of what is offered by the manufacturer?
ANDREW G. BUDD
Country Chevrolet Inc.
and DealMakerPro Inventory Systems