If you want a 1950s-style buying experience, then Gilman Honda is the place for you! You can enjoy being the recipient of a textbook-prescribed sales pitch!
Our salesman, Mr. Okoroji, was cordial and polite, so I believe that my experience illuminates a top-down philosophy.
#1 Establish a rapport with the customer.
I believe Mr. Okoroji's good manners were genuine.
However, that was the last connection. In spite of the information I provided, he launched into the total sales technique (that I believe he had been trained/required to follow.)
#2 Talk talk talk about the resale value.
(That's only good if you sell it back with rather low mileage, but I drive my cars forever... and I've had 2 Hondas... one traded for $400; the other for $1800).
#3 Try to get the cusomer excited about a paint color.
(I'm not excited about parting with over $20,000 for any color.)
#4 Take it for a test drive
(Drives good; it's a Honda; did I mention I've had 2 Hondas?)
#5 Try to get the customer to take the car home overnight
(I don't want to drive it home if I'm not going to buy it.)
#6 Try to create a sense of urgency: I can only offer you this price today; Honda could increase it.
(I'm not going to make a $20,000+ decision on the spur of the moment.)
#7 Use phraseology such as "your car" to make the customer feel connected.
(Obvious ploy; doesn't work.)
#8 Ask the customer "how much do you want for your trade in?
(You know what? I can subtract. I want to know what the bottom line will be.)
Then they took my car to evaluate it, and came back with a final offer that was pretty much the MSRP before dealer added options.
(Why does it take so LONG for the salesman to come back from the sales manager's office with "nuthin"? I truly wonder what they're all doing back there.)
My face: clearly disappointed at the offer.
#9 Repeat previous steps: resale value, take the car overnight, urgency
(Oh, would you LOOK at the time? Better be going now...)
#10 Ask the customer what it will take to get you in the car
(Oh, gosh, it would have been a better offer, but this has taken at least an hour and I need to go now...)
I'm a hostage though; they still have my car keys from evaluating the trade in value, so NOW:
#11 The manager comes out to shake my hand, and "try to make things right."
(No, thanks; I've had enough and it's time for me to go.)
Finally, I'm out of there.
#12 The salesman calls me at home this week.
(I suspect they make him do that, so I ask him not to call me again, please...)
So, after that
#13 The MANAGER calls me at home!
Again, my salesman was cordial and polite. I believe this is a dealer strategy, and that my salesman was operating without choice).
BTW, I WAS able to purchase a car elsewhere within a week of this experience. I received a better value dealer offer and after that, also a higher trade in value.