To the Editor:
I beg to differ with Keith Crain's Nov. 14 column, "Maybe it should be the next big idea." He begins with the sentence "October was a dud."
October was not a dud in our store in Little Rock, Ark. We have not had the problem with huge rebates, employee purchase plans and the like.
I feel fortunate that neither manufacturer we represent jumped on that bandwagon. We work very hard with our staff to sell product, features and benefits and what our customers can look forward to during the years that they enjoy the vehicles they lease or purchase.
We sell great customer service on our sales floor and our service drive, but the most important thing we sell is a relationship. We are no different from our customers' barbers, their doctors, their dry cleaners or the guys that mow their lawns. When our customers think about buying their teenagers cars for school, they have no second thoughts about where to turn. They turn to their car sales adviser.
October was a good month for us.
We sold enough new and used cars to pay our bills and pay our staff good wages, and our net exceeded what
we had budgeted.
It doesn't happen overnight, and many manufacturers and dealers will never get there because they can't wait for the results. It's a process and a system that has to be in place every day, with every employee in the dealership.
My advice for working a car deal with a customer: Sell the customer the product, the facility, the service and the relationship, and stay away from the price as much as possible. If you can't do that, sell the dealership.
BMW of Little Rock
North Point Volvo
Little Rock, Ark.