My atrocious car buying experience is a lesson in after-sales treatment for all founders!
I am re-reading How to Sell Anything to Anybody by Joe Girard (book review coming soon).
Earlier today, I finished his chapter on Winning After the Close wherein Joe talks about the importance of ensuring customer satisfaction AFTER completing a sale. He gives examples of how he goes out of his way to ensure that his customers sing his praises to their friends and family. He links the importance of satisfying his customer to the Girard’s Law of 250. The law states that each person has a direct connect to 250 people; therefore, an unhappy customer can directly influence 250 people. Consequently, a salesperson or a business that disappoints two customers a week will have 26,000 negative influences every year!
Why is it important to follow what Joe Girard says? For starters, the man still holds the Guinness Book of World Records for being the most successful car salesman in history. This man was selling six cars a day (on average) while the average salesman struggled to sell one. He was out making $500,000 a year selling cars in the 1970s, i.e., eight times the per capita income in the US of A — TODAY!
So yes, when that man says something — it is worth our time and attention.
I am coming back to my point for the post today.
I just bought my first car in India. It was a critical moment for my team and me. We were ecstatic on getting the vehicle delivered on Tuesday evening. Instead of reveling that moment, remember it for many years, all we could not forget is the salespeople delivering the car with barely enough fuel to get the vehicle to the closest petrol pump!
The saleswoman blamed the empty fuel tank on some dealership policy of ensuring that customers get a bone dry fuel tank. I could not disagree more with her firm, her firm’s strategy, and finally with the saleswoman herself. If she was so embarrassed about her firm’s stingy policy, she could have ensured a happy customer by filling up the tank herself — she would make more than the Rs. 2200 it cost me to fill the tank.
Buying a car is one of the most important purchases in one’s life. I can still remember, like yesterday, the first car I bought with the money I earned…