Forget about the high-pressure sell. Don't think you'll get them with a good price on the trade-in. Remember, your customer is not coming in to buy transportation.
Superluxury cars are the stuff dreams are made of -- and that's the environment you want to create in your showroom, says Tom Heffernan, president of Ferrari Maserati of Central New Jersey -- a UnitedAuto Group store in Edison.
"The product is the best in the world," says Heffernan, former CFO of Ferrari of North America. "Our function is to provide an environment for clients where they can dream of the most beautiful car in the world."
To set the stage for customers to part with $300,000-plus, a dealership has to have the right ambiance and highly specialized and experienced salespeople. It must do more than just display and sell cars. On the service side, that means picking up a Ferrari for service on a flat-bed truck and bringing it back to the owner -- gratis, of course.