Thursday, December 3, 2009

Hold On, Let Me Check

If you have ever purchased a car from a dealer then you have almost certainly heard this phrase before: "Hold on, I'll have to check on that."

It's said so often that customers expect it. The salesperson goes in back to "check with the boss" while you wait.

In theory it may be "negotiating" but in practice it becomes gamesmanship with the customer. Obviously not an enjoyable experience.

Then why is this ill-fated tactic practiced so widely?

Simple: a lack of innovation and marketing perspective. No surprise from an industry that shares a single brain. Why do you think that salesperson is always checking with their supervisor?

Hire leaders who can learn to make decisions for themselves? No thanks. We follow a formula. Here group think goes by a different name: best practices.

People have tried to fight this. Saturn once build a reliable, inexpensive small car then combined it with no-haggle pricing. It was a great position that was a huge hit for car buyers. Car buying became more than just a necessary evil.

Unfortunately, the visionary leaders were replaced by experienced group thinkers and the Saturn brand lost focus then faded into the herd.

Chances are that you have anticipated a negative experience but still made a purchase because you had to. These companies are taking big risks. If people keep buying, they will assume nothing is wrong.

Until an innovation is made; creating a product or service that people don't just need, but one they love.

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