For many – perhaps most – motorists, buying a car is a process only slightly less painful than having a root canal. Yet some dealers do a markedly better job not only keeping potential customers satisfied but also making sure they close the deal. Who’s doing the best job is the subject of a new study that puts Mercedes-Benz at the top of the list, and battery-car start-up Tesla way down at the bottom.
It’s the first time Tesla has been included in the annual Pied Piper Prospect Satisfaction Index, and it raises serious questions about the California carmaker’s claims to be doing things a better way with an approach that relies on factory-owned, rather than franchised, showrooms.
“Today, car salespersons have become a lot more helpful” than they were barely a decade ago, said Fran O’Hagan, the analyst behind the Pied Piper study. But he cautions that it takes more than just a friendly attitude and the ability to answer a customer’s questions to close a deal while also keeping buyers happy. (more…)