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this post was submitted on 14 Nov 2023
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Interesting Global News
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I love that one of the dealers main complaints is that customers take longer because they want to know more about the vehicle yet the dealers don't know shit about them. Maybe it wouldn't take customers so long to pick one if the dealer could answer the questions?
TBF it's normal that dealers know less about particular models than customers. The internet exists. When you're thinking of buying a car, you're likely to do a lot of research about the particular make and model you like. You're a specialist on that model, while the dealer is a generalist for the make.
They just work there. For you it's likely the most important financial decision you'll make that year.
I disagree. If you work at a dealership, you should know everything there is to know about the cars your dealership stocks. I'll give leeway to trade-ins from other car makers, but if you work at a Chevy dealer and you can't tell me about Chevys, you're a bad salesman and you're not going to make commissions.
They should know, but often they don't.
Then again, OP is over-estimating how rational people are when they buy a car.
Tesla has entirely done away with dealership. They sell plenty of cars anyway. Outside the US dealerships aren't always a thing either.
You're overestimating the importance of sales people in the purchasing decisions of modern consumers.
Guide people around the show room, hand out brochures if asked, make an appointment for a test drive, help fill in the online car configurator, ...
"The computer's asking what rims you'd like. I'll show you some pictures."
"What colour would you like. I have a brochure here? You like red? We have a red car over there. Would you like to take a look?"
"You need financing? I'll fill in your details in our software and see what the computer says!"
Honestly, I suspect some dealership wouldn't see a significant decrease in sales if they replaced half their sales force with an app.
The sales rep's main job is to push the upgrades and other accessories or warranties on you, that's where they make the most margin.