How Mercedes create a wonderful buying experience

Buying a new car should be one of life’s most exhilarating buying experiences. Anything that stops this being the case will loose sales. On the other hand anything that enhances the buying experience will not only close the sale but give the buyer something special to enjoy and tell their friends about.

I was thinking about buying a new car

So, we went into the Mercedes garage casually looking at cars and the Sales Manager started talking to us and asked if we would like a drink because it was a hot day. No selling. We started talking about cars, not him. He introduced us to one of his sales team who was wearing a tee shirt not an intimidating suit and tie. Without referring to anyone (no closed door meetings with the sales manager ) the salesman, acted more like a product expert and independent advisor. He closed the sale.

Collecting your (or any other product) should be special

When we went back later to collect the car the salesman did not say “It’s out the front” or “I’ll bring it round” as I’d experienced with every new car purchase that I’ve ever made. He said “are you ready to see your new car?” When I said yes he led me to the middle of the showroom and four people carefully took off the black cover from my new car. I then drove the car out of the showroom. Pure theatre, but wonderful. (No I was not buying a high end model.)

Why can’t all car dealers do this and even more to the point why can’t we all do more to enhance the buying and collection experience of our customers no matter what we sell?


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2 Responses to How Mercedes create a wonderful buying experience

  1. Stephen says:

    Having just bought a brand new car to the first time in a long time I must say the experience I had from Steven Eagell Toyota in Aylesbury is worthy of note. Whilst I did not have the car presented in the fashion described here ( It was in plain view as we arrived to collect), all other aspects of the sales process we went through were as depicted above.

    Similarly some of the best and worst service I have received have been in hotels. The best was in Tanzania at the Nogro Nogro national park and the worst in France. However there was a steep price point differential. Which leads me to say ‘You get what you pay for’. However most customer service is not reliant on premium price.

  2. malcolmwicks says:

    Glad to hear that you enjoyed your car buying experience too Stephen.

    You raise an interesting point about “you get what you pay for”. Up until a few years ago many people thought that applied to almost everything they bought. How times of changed – people now expect top service whatever they are buying, irrespective of price. Companies who don’t wake up to that reality will and are loosing out.

    As you said great customer service and experience does not need cost much – the Mercedes example clearly shows that. It’s thinking about what great customer experience is and applying it that counts. To me that’s what I regard as the new norm that Marketing departments will have to increasingly deliver.

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