To drive the point home, service matters
Four weeks ago, I wrote a column about my car-shopping experience. No other column I’ve written in the last two years has created as much feedback. What did I hear?
“So, what kind of car did you get?
“I think the gender thing is imbedded in the good old boys network.”
“How refreshing to have a woman unafraid of her age.”
“I am so tired of being ignored as a part of a transaction when I’m with my husband.”
“I’ll bet you’re looking at convertibles, aren’t you?”
“If your male friend is just that, can we have dinner sometime?”
An interesting experience, for sure.
With all the attention, I had to write a follow-up, as it seems half the Spokane-Coeur d’Alene metro area wants to know what I decided to buy.
The remainder of my car negotiations, as well as the final transaction, went just fine. Most was done via e-mail and telephone. People are just too busy to keep going back to the dealership.
Only once did a salesperson set a deadline for expiration of a particular deal or price. At that point, I made it clear I was in no hurry and would not be rushed. Setting ground rules works if the other party wants your business.
I chose to lease again because the tax advantages are very clear for my situation. Before you make a choice to lease or buy, check with your tax adviser. In many cases, buying is a better option, but remember that a new car depreciates as soon as you drive it off the lot. And don’t let zero-percent financing lure you into a car you can’t afford; you’ll owe more than it’s worth and trying to refinance or sell it would leave you in the hole.
Something else to consider before you choose a car is insurance. I checked to see if my coverage would cost more because I was getting (in my estimation) a luxury car. In my case, the answer was “no” and that was good news. My insurance company also told me that some cars are more expensive to insure because they’re targets for thieves — including some that wouldn’t be thought of attractive to thieves, so ask your insurance company first.
My first car-buying column talked about the service I received — some of it substandard — and about how dealers still directed most of their sales efforts to my man friend.
It generated phone calls and e-mails from 10 dealerships, most of them from salespeople who applauded my comments, thanked me for the reminder and wanted to help me make a choice. All of them said the column became the topic of sales meetings and they took it to heart. But I didn’t hear back from any of the car dealers with whom I had interacted.
I was sorry to hear from customers frustrated with the sales game. You know the one, where the salesperson keeps running back to some person in authority while you sit and wait. Not a pleasant experience for any of the people who contacted me. I also heard stories about captive driver’s licenses, the photocopying of licenses and other such ID nonsense. Yes, ask to see my license before I take a test drive, but why copy it? Where does that copy go?
Too many readers talked about the frustration women feel with the sales process, and we’re not talking about just cars here. After the column ran, I was at breakfast with my male friend. I paid the bill and the server gave him the change, at which point I turned to my friend and exclaimed, “See, they are still selling you that car!” That’s the kind of thing that just grates on women, so please salespeople, pay attention.
And finally, I’m not going to tell you what I bought. All that would accomplish is to make other car dealers mad. But I will tell you that I smile every time I get into my new car. It’s fun, indulgent, and exactly what every near-50-year old woman needs.
Just look around as you drive. If you notice a young woman with too-big smile, surrounded by black leather in a shiny new car, it just might be me.