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It’s What’s Under the Hood That Matters

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It’s What’s Under the Hood That Matters

Big promises are great for getting people interested.  But if you can’t fulfill them, you’d be better off keeping expectations low.

It’s What’s Under the Hood That Matters
Trace
Shelton



Editor-in-Chief
of INDESIGN Magazine and Contributing Editor of INSTORE.
B

ig promises are great for getting people interested. But if you can’t fulfill them, you’d be better off keeping expectations low.

This weekend, I had the (dis)pleasure of shopping for a used car.  My wife and I saw couple of vehicles advertised online by a major local auto dealership that looked like they could fit the bill.  When we arrived, we were greeted by a young salesperson with his shirt untucked and a baseball cap.  Seemed a little sloppy, but whatever – as long as he was good at his job, I didn’t really care what he looked like.  When we asked about the car we had seen online, he told us he didn’t know where it was, but he could take us out back to look for it.  We hopped on a golf cart that would take us to our destination – only to discover that its battery was dead.  We were going to have to walk.

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We don’t mind exercise, so that was no big deal, either.  We circled the lot for about 15 minutes and couldn’t find the car.  Finally, after conferring with several other salespeople, we spotted the car.  The young salesman handed me the key and I opened the door, cranked the ignition and… nothing.  The starter wouldn’t turn over.  “I can give it a jump-start so you can drive it,” the salesperson said helpfully.  Um, no – I’m gonna need a car that will start without a jump-start.

We asked about the other car we’d seen online, and he took us over to it.  “It hasn’t been detailed yet,” he said.  We had actually figured this out already based on the old tortilla sitting in the back seat, the dog hair throughout and the stains all over the seats and floors.  I asked him how many miles per gallon the car got, and the young man said, “Well, it’s a sedan, so probably 20 or 25 or so.”  Wow, really?  And here I actually expected him to know more about this car than I did.

Needless to say, we left the dealership without buying.  It occurred to me later that this dealership is prominent in media, they use slick advertising and seem like a major player.  They have a gleaming showroom with glass walls and steel beams and a nice waiting room and big television set.  But when it came to customer service and product knowledge, they fell woefully short of our expectations.

Selling out of a palace is a start.  But if you can’t deliver on the human element, you’ll never be a very successful business.  A truly cool store is one that promises the world … and delivers it.  

 

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When the Kids Have Their Own Careers, Wilkerson Can Help You to Retire

Alex and Gladys Rysman are the third generation to run Romm Jewelers in Brockton, Mass. And after many decades of service to the industry and their community, it was time to close the store and take advantage of some downtime. With three grown children who each had their own careers outside of the industry, they decided to call Wilkerson. Then, the Rysmans did what every jeweler should do: They called other retailers and asked about their own Wilkerson experience. “They all told us what a great experience it was and that’s what made us go with Wilkerson.” says Gladys Rysman. The results? Alex Rysman says he was impressed. “We exceeded whatever I expected to do by a large margin.”

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It’s What’s Under the Hood That Matters

Published

on

It’s What’s Under the Hood That Matters

Big promises are great for getting people interested.  But if you can’t fulfill them, you’d be better off keeping expectations low.

It’s What’s Under the Hood That Matters
Trace
Shelton



Editor-in-Chief
of INDESIGN Magazine and Contributing Editor of INSTORE.
B

ig promises are great for getting people interested. But if you can’t fulfill them, you’d be better off keeping expectations low.

Advertisement

This weekend, I had the (dis)pleasure of shopping for a used car.  My wife and I saw couple of vehicles advertised online by a major local auto dealership that looked like they could fit the bill.  When we arrived, we were greeted by a young salesperson with his shirt untucked and a baseball cap.  Seemed a little sloppy, but whatever – as long as he was good at his job, I didn’t really care what he looked like.  When we asked about the car we had seen online, he told us he didn’t know where it was, but he could take us out back to look for it.  We hopped on a golf cart that would take us to our destination – only to discover that its battery was dead.  We were going to have to walk.

We don’t mind exercise, so that was no big deal, either.  We circled the lot for about 15 minutes and couldn’t find the car.  Finally, after conferring with several other salespeople, we spotted the car.  The young salesman handed me the key and I opened the door, cranked the ignition and… nothing.  The starter wouldn’t turn over.  “I can give it a jump-start so you can drive it,” the salesperson said helpfully.  Um, no – I’m gonna need a car that will start without a jump-start.

We asked about the other car we’d seen online, and he took us over to it.  “It hasn’t been detailed yet,” he said.  We had actually figured this out already based on the old tortilla sitting in the back seat, the dog hair throughout and the stains all over the seats and floors.  I asked him how many miles per gallon the car got, and the young man said, “Well, it’s a sedan, so probably 20 or 25 or so.”  Wow, really?  And here I actually expected him to know more about this car than I did.

Needless to say, we left the dealership without buying.  It occurred to me later that this dealership is prominent in media, they use slick advertising and seem like a major player.  They have a gleaming showroom with glass walls and steel beams and a nice waiting room and big television set.  But when it came to customer service and product knowledge, they fell woefully short of our expectations.

Selling out of a palace is a start.  But if you can’t deliver on the human element, you’ll never be a very successful business.  A truly cool store is one that promises the world … and delivers it.  

 

Advertisement

/* * * CONFIGURATION VARIABLES: EDIT BEFORE PASTING INTO YOUR WEBPAGE * * */
var disqus_shortname = ‘instoremag’; // required: replace example with your forum shortname

/* * * DON’T EDIT BELOW THIS LINE * * */
(function() {
var dsq = document.createElement(‘script’); dsq.type = ‘text/javascript’; dsq.async = true;
dsq.src = ‘http://’ + disqus_shortname + ‘.disqus.com/embed.js’;
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})();

Please enable JavaScript to view the comments powered by Disqus.
blog comments powered by Disqus

Advertisement

SPONSORED VIDEO

When the Kids Have Their Own Careers, Wilkerson Can Help You to Retire

Alex and Gladys Rysman are the third generation to run Romm Jewelers in Brockton, Mass. And after many decades of service to the industry and their community, it was time to close the store and take advantage of some downtime. With three grown children who each had their own careers outside of the industry, they decided to call Wilkerson. Then, the Rysmans did what every jeweler should do: They called other retailers and asked about their own Wilkerson experience. “They all told us what a great experience it was and that’s what made us go with Wilkerson.” says Gladys Rysman. The results? Alex Rysman says he was impressed. “We exceeded whatever I expected to do by a large margin.”

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