The car-buying experience, part 2

After we did our test-driving, described in this previous post, we went home to figure out the financials. We also checked out a Web site called Cars Direct. The home page is nice and simple, and it's easy to get started.

You put in your zip code, the make and model of the car you want, and click.

You immediately see their price, and it tells you any style options on the car that are available. At this point, you can either click "Live Chat" to talk to someone from Cars Direct, or ask for local dealers to get back to you if they have this car. You have to put in your name, email address, and a phone number, but no more information than that. Within a few hours, I got several responses.

In this one, the representative from the Toyota team introduced himself, explained their approach, and stated that he'd assigned me a representative who would call me directly. By the time I'd read this, the rep had already made contact by phone. Cars Direct does all the searching for you, sets up the deal and the financing; you just go in, sign the papers, and drive off with your car. The line that got me, "The best part is, if you do decide to buy a car we can facilitate the entire transaction with you prior to ever stepping onto a dealer's lot and we vow that it will be the best car-buying experience you have ever had."

This one from my representative ended with, "We know buying a car can be very stressful and I pledge that working with me will be different."

Within a day I'd been contacted by three dealers who located at least one car fitting my description, and had learned their prices. This makes it really easy for me.

Just two days after my great experience with the Scion salesman, he called to ask if he could answer any questions about the Scion xA. I told him that I was going to buy a Prius. Had the Scion been the car I wanted, I would have bought it from him, because he'd created such a great experience and I felt some loyalty to him. The other salesmen were so rote that I don't feel attached; none of them have called to follow up. Since I don't feel any loyalty to them, I'm now free to find the best deal.

Tip of the day: Having a great Web site, and clear pricing, is critical to the customer experience. Make it as easy as possible for your customers to work with you. If you use salespeople, choose passionate people who can create bonds that are strong enough to withstand a customer checking around for better prices on the Web.

Technorati Tags: customer experience, customer service, Toyota Prius, car shopping