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Turning Shoppers into Customers: Mercedes Tops the Chart in New Study

Tesla turns its showrooms into museums.

by on Jul.06, 2015

Offering a test drive can be a real deal-maker, according to Pied Piper research.

When Linda Brightman started out to buy a new car she had her heart set on a new BMW 3-Series. The suburban Los Angeles mother of two made one concession to her husband, agreeing to at least visit a few other showrooms to see what the competitors had to offer. He was nonetheless surprised when she drove home in a new Mercedes-Benz C-Class.

She liked a lot of the safety features, Brightman explained. But what had clinched the deal was the way the dealers treated her. The salesman at the BMW showroom seemed more bothered than interested in working with her. The Mercedes rep, on the other hand, had all the time in the world to work with her, not just answering questions but anticipating what Brightman might ask next.

Have We Got a Deal for You!

That’s no surprise to Fran O’Hagan, a California researcher who has been monitoring dealer behavior for his annual Pied Piper Satisfaction Index. In recent years, Mercedes showrooms have set the benchmark, he explains, having “changed from a museum curator approach to being as helpful as they can, turning car shoppers into Mercedes owners.”


Mercedes-Benz Tops New Car Shopper Satisfaction Survey

Showroom policies likely to close – or lose – deals.

by on Jul.08, 2013

What happens in the showroom can clinch -- or cost -- a sale.

When she began looking for a new car, Chris Anderson had her heart set on a midsize Ford sedan. But in the end, she wound up buying from the Detroit maker’s cross-town rival General Motors. It wasn’t that she liked her new car better.  It was the dealer she liked – or more precisely, the Ford dealer she didn’t want to buy from.

And the Detroit saleswoman is not alone.  What happens when a customer walks into the showroom can have a big impact on what they buy – or where they buy – says Fran O’Hagan, an automotive analyst whose annual Pied Piper Prospect Satisfaction Index is aimed at measuring which dealers and brands do the best job in treating prospective car shoppers.  And this year, the study found Mercedes-Benz repeating as the industry leader.

Sales News!

The Pied Piper study relies on so-called “mystery shoppers” who go through the car buying process at thousands of U.S. showrooms each year subtly notating how well salespeople handle such basics as providing buyers with a vehicle walk-around, brochures and test drives, things O’Hagan explains “correlate highly with whether a customer buys.”