Selling to customers: who, what, where, and why

In the car industry, there’s often a big divide between how cars are sold and what customers are trying to buy. A lot rides on terms like ‘fair market value,’ but this term misses the mark for many customers. Everyone wants a great deal, of course – but this assumes everyone is an expert in cars, which isn’t true. Let’s dive into the lives of three people looking at a 2016 Honda Civic to see why talking plainly and directly matters more than any industry jargon.

Emily: The First-Time Buyer

Emily, fresh out of college, sees the 2016 Honda Civic as her step into grown-up life. But when sales talk gets heavy on things like ‘fair market value,’ it’s like hearing another language. What Emily really needs is someone to break down the basics: what’s a good loan rate, what’s up with warranties, and how often she needs to plan for oil changes. She’s not looking for the best deal per industry stats; she wants someone to make this big, confusing purchase feel simple and right for her.

Benefit for Emily: A dealership that speaks plainly can help her feel confident in her purchase, knowing she’s made a smart, informed decision tailored to her life.

Alex: The Family Man

For Alex, a dad juggling work and two kids, the Civic is all about reliability and safety. Talk of ‘fair market value’ flies over his head. He wants to know his car won’t let him down on the school run or need unexpected repairs. Dealerships fixated on prices miss a chance to connect on what Alex values most: his family’s safety and the car’s dependability.

Benefit for Alex: A dealership that focuses on explaining a car’s safety features and reliability record in simple terms helps Alex see the Civic as more than a car; it’s peace of mind.

Sam: The Environmental Advocate

Then there’s Sam, who looks at cars through a green lens. A dealership pushing the ‘fair market value’ of a Civic misses the point. Sam’s buying decisions are driven by how much a car pollutes and what it means for the planet’s future. She cares about fuel economy and emissions, not just getting a good deal.

Benefit for Sam: A dealership that openly discusses a car’s environmental impact, focusing on features like fuel efficiency in straightforward language, aligns perfectly with Sam’s values, making the Civic an appealing choice for her.

The Real Value of Simple, Direct Communication

Dealerships that stick to industry jargon like ‘fair market value’ miss out, and can sometimes harm sales more than they help – if the only metric a customer should care about is the price, you’re opening the door to price shopping. They don’t see that a 2016 Honda Civic means different things to different people.

By talking in plain, clear English and directly addressing individual needs, dealerships can connect more deeply with each customer. Trust is important. Emily gets a car that fits her budget and lifestyle, Alex buys with his family’s safety and car reliability in mind, and Sam makes an eco-friendly choice she’s proud of. This approach doesn’t just sell more cars; it builds trust and loyalty, proving that the dealership truly understands what customers value most.

The power of context

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