Car Business Story Time: The Customer is Sometimes Wrong!
There is a quote that goes like this, “You can please some of the people all of the time, you can please all of the people some of the time, but you can’t please all of the people all of the time.” This story is a pretty good example of that platitude and just an acceptance of the reality that the customer is not always right.
A number of years ago in my earlier days as a dealership owner, I had an experience with a customer that is the exception to the rule that the customer is always right. I’ve had a few over the years, but the reality is that sometimes, no matter what you do, people are just simply assholes, and you have to accept that.
I knew that I was not always the best at dealing with difficult customers. Over the years I have gotten better but allowing people to treat me or my staff poorly has always been a very sensitive area. I guess nobody likes bullies and I’m no different. Now I had a general manager who was exceptional with customers. Patience like nobody I have ever met. He understood the rules of engaging customers with issues or complaints. First listening to the customer, actually listening and understanding the problem. Then showing empathy, actual empathy. “I’m really sorry you feel that way or had that experience.” Then taking some action to show the client that you listened, that you care, and that you will do whatever you can to address the issue. Most customers just want to know you care, and actually caring is really the secret to customer complaint resolution.
Most customers just want to know you care, and actually caring is really the secret to customer complaint resolution.
But, not so for every customer. The occasional one is just an asshole. That’s the simple reality, and we need to accept it. One day, as I was sitting in my office, I couldn’t help but hear the conversation happening in the office next to mine between the General Manager and a customer. The brother of a customer, as it would turn out. The day before, this individual was in the store with his sister buying a new car for her. It was a very small compact car, like eleven thousand dollars give or take. He, being the “expert” or, as us car people like to call him, the “lot lawyer," was helping his sister negotiate a deal on that eleven-thousand-dollar car. Squeezing every nickel out of the Sales Manager. Beyond that there was a back and forth regarding the choice between 0% financing over 60 months and 1.9% over 72. The worksheet in the file showed all the back and forth, the hour of numbers going back and forth, then a final decision by the client to accept the 60 months at 0% for the eleven-thousand-dollar car. An initial and an offer. The Sales Manager, in a real failure to pay attention to detail, made the mistake of printing a bill of sale that left the term at 72 Months, and the rate at 0%. I suppose all the back and forth created enough confusion for him that he simply made a mistake. 0% was available for only 60 months; it was not an option for 72.
Fast forward to the following day and the brother or “lot lawyer,” was in the General Manager's office a few feet down the hall from me. The sales manager, having made every effort to resolve the issue, had passed the problem onto the GM.
The sales manager, having made every effort to resolve the issue, had passed the problem onto the GM.
I could hear the customer. “Your bill of sale says 0% for 72 months. It’s a legally binding document, and you’re going to honour it.” His voice elevated, I guess he was a real lot lawyer!
The GM was trying to explain. “It was a mistake in the printing of the bill of sale, that’s all. You agreed to the 60 months, your initial is right here.”
“I don’t care! It’s a legal bill of sale, that’s what we want, or we’ll sue.” He would go on and on about how car dealers are so bad, that we deserve it, and no amount of discussion with the general manager was going to change it. “What if we give you the last $400 we are making?” Nope, that wasn’t enough. “Free rust package?” Nope, that’s not enough. “I want the 72 months at 0%,” and no amount of explaining that it was impossible could get through to this guy.
I could hear from the next office that the conversation was going nowhere and the more I listened, the more agitated I got. Finally, I had to go in and introduce myself. “Hello, I’m the owner and I couldn’t help but overhear, so I just wanted to come in and apologize personally but let you know that there is nothing more we can do. What you are asking for is not available from the manufacturer. It really is that simple. I wish we could do more. We are offering you everything we can.”
I could hear from the next office that the conversation was going nowhere and the more I listened, the more agitated I got.
The next few minutes I just kind of stood next to the customer and the General Manager who were sitting at his desk. I would listen as the “customer” went at me with everything wrong with car dealers, everything wrong with our dealership, and regaled me with his legal knowledge about contracts and agreements, until he finally stopped to take a breath.
I said, “We’ve apologized. We’ve even offered some compensation, everything we can. Your sister agreed to and understood the deal. It was just a mistake. Haven’t you ever made a mistake?” I asked looking down at him. “I don’t care,” was his response.
That was enough for me. “So, you’re perfect I guess.” He looked at me quite annoyed. “Ok, good, I’m going to call you Mr. Perfect from now on. How is that, Mr. Perfect?”
Now he was mad, “You can’t speak to me like that!”
“Like what, Mr. Perfect? Obviously, you’ve never made a mistake. Seems like the right name.”
“I’m going to tell all my friends!” He was getting even more upset.
“Friends!” I laughed out loud right in his face. “Friends? C’mon, you don’t have any friends!” and that was it, up he rose.
“I’m not going to take this. I’m leaving!” He made his way out of the office and towards the showroom door.
“Oh, you’re leaving? Please don't leave, Mr. Perfect! Thanks for coming, Mr. Perfect! Come again any time, Mr. Perfect!” I said loudly as I walked him out the door and finally waving and yelling one final time as he got in his vehicle, “Goodbye, Mr. Perfect!”. As I turned around, my General Manager looked on in disbelief, and I said, “Never do that.”
Later that day, the lady who actually bought the vehicle the night before, the sister of the doorknob, came in, apologized for her brother and proceeded with the sale. A happy ending.
I guess the lessons learned here are first, a failure to pay attention to detail can have very real consequences, and second, some people just aren’t very nice and as salespeople we still have to deal with them, until they cross the line and become abusive. Then it’s ok to say goodbye! Good luck and good selling!
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