I just bought a new scooter for my wife for mothers day last week. While traveling out of town, I researched online which one I wanted to buy then just called the dealership and told them which one I wanted. I also paid in full over the phone by credit card.
When I landed I was dropped off at the dealership to pick it up. They had it gased up and ready to go.
I thought I would be out of their in 5 minutes…. I am spoiled by the speed of transactions on the internet and had expectations of the same experience.
Wrong.
First they made me go through a 20 minute safety thing. Which I could care less about (especially since I wont be using the scooter).
Next they brought me in to talk to the specialist who tried to sell me financing. Even though I had already thought I purchased it with my credit card he told me all about the perks of financing and how much better the interest rate was.
I said dude do you know how American Express works? There is no balance or interest rate. Its paid off monthly.
He looked dumbfounded by this new type of credit card and asked why its called a credit card if there is no credit. I stopped and told him to Google it. He said he did not own a computer. Shocking…
Then came in the guy to pitch the cheese (warranties/service plans). I crushed these when I worked at Sears 15 years ago selling extended warranties on washers and dryers.
Using my marketing superpowers I was able to dissect his 3 P approach easily.
Pain- First he told me about the $400 a year in maintenance costs the scooter required. He also talked about the weakness of the rims and tires and how easy they would go flat.
Possibility – Ooohh but if I buy this $400 a year “coverage program” it not only covers the maintenance of the scooter but also the tires and rims. It pays for itself after the first servicing!
Proof – He told me about how he has the same protection plan and without it he would have been out thousands of dollars. He also told me about how he can’t sleep at night knowing someone bought a scooter without the protection plan.
I told him that I never buy protection plans and understand the model very well. I also pointed out the fact that my Amex Centurian card covers most everything I purchase with a similar plan (not maintenance but defects (I will talk about some of the things they have covered before)).
Finally I broke down the math for him about how the scooter is $1600 and if I were to deduct it (not that I am going to) the price would be around $1,000.00.
At the rate of depreciation the scooter loses about half its value when you drive it off the lot I argued that it would be more cost effective to buy a new scooter in a year. Especially since Amex would cover manufactures defects.
He now made me go through and initial like 20 bullet points about how I refused the coverage and stuff.
Now I am about 90 minutes after I was to pick up the scooter.
I express I am now getting pissed. He says one more thing then we are done.
He comes back with helmets (Btw they can’t let me leave without a helmet).
So I buy the cheapest one they have (I already have several at home).
He also shows me tons of shirts, gloves, and other protective gear that is a *MUST* have. I also get %5 off if I buy it today!!!
Shit its like 2 hours now I been at this stupid dealership. But we are almost done.
I finally make it to the cashier and she explains their is a %3 charge since I am using a credit card. ARE YOU FUCKING KIDDING ME?!?!?
Whatever.
A key thing is that I dunno their is a more impatient consumer then I. My time is valuable to me. I never once haggled the price of the scooter. I just wanted a simple purchase…
But even though this company took to hours of my time to sell me shit that I told them many times I had ZERO interest in… I never at anytime thought about canceling the purchase.
The sad thing…. Even though I would like to think I wouldn’t I probably will buy from them again in a couple years if we need some sort of motorized bike.
Which brings me to my point and question.
How many upsells can you pitch a customer before they would be so offended you cancel the initial product?
I can tell you from selling over 14,000 items in the last 6 months with endless upsells we have never had 1 person call our customer service asking for a refund because they were presented too many upsells after their purchase
When I landed I was dropped off at the dealership to pick it up. They had it gased up and ready to go.
I thought I would be out of their in 5 minutes…. I am spoiled by the speed of transactions on the internet and had expectations of the same experience.
Wrong.
First they made me go through a 20 minute safety thing. Which I could care less about (especially since I wont be using the scooter).
Next they brought me in to talk to the specialist who tried to sell me financing. Even though I had already thought I purchased it with my credit card he told me all about the perks of financing and how much better the interest rate was.
I said dude do you know how American Express works? There is no balance or interest rate. Its paid off monthly.
He looked dumbfounded by this new type of credit card and asked why its called a credit card if there is no credit. I stopped and told him to Google it. He said he did not own a computer. Shocking…
Then came in the guy to pitch the cheese (warranties/service plans). I crushed these when I worked at Sears 15 years ago selling extended warranties on washers and dryers.
Using my marketing superpowers I was able to dissect his 3 P approach easily.
Pain- First he told me about the $400 a year in maintenance costs the scooter required. He also talked about the weakness of the rims and tires and how easy they would go flat.
Possibility – Ooohh but if I buy this $400 a year “coverage program” it not only covers the maintenance of the scooter but also the tires and rims. It pays for itself after the first servicing!
Proof – He told me about how he has the same protection plan and without it he would have been out thousands of dollars. He also told me about how he can’t sleep at night knowing someone bought a scooter without the protection plan.
I told him that I never buy protection plans and understand the model very well. I also pointed out the fact that my Amex Centurian card covers most everything I purchase with a similar plan (not maintenance but defects (I will talk about some of the things they have covered before)).
Finally I broke down the math for him about how the scooter is $1600 and if I were to deduct it (not that I am going to) the price would be around $1,000.00.
At the rate of depreciation the scooter loses about half its value when you drive it off the lot I argued that it would be more cost effective to buy a new scooter in a year. Especially since Amex would cover manufactures defects.
He now made me go through and initial like 20 bullet points about how I refused the coverage and stuff.
Now I am about 90 minutes after I was to pick up the scooter.
I express I am now getting pissed. He says one more thing then we are done.
He comes back with helmets (Btw they can’t let me leave without a helmet).
So I buy the cheapest one they have (I already have several at home).
He also shows me tons of shirts, gloves, and other protective gear that is a *MUST* have. I also get %5 off if I buy it today!!!
Shit its like 2 hours now I been at this stupid dealership. But we are almost done.
I finally make it to the cashier and she explains their is a %3 charge since I am using a credit card. ARE YOU FUCKING KIDDING ME?!?!?
Whatever.
A key thing is that I dunno their is a more impatient consumer then I. My time is valuable to me. I never once haggled the price of the scooter. I just wanted a simple purchase…
But even though this company took to hours of my time to sell me shit that I told them many times I had ZERO interest in… I never at anytime thought about canceling the purchase.
The sad thing…. Even though I would like to think I wouldn’t I probably will buy from them again in a couple years if we need some sort of motorized bike.
Which brings me to my point and question.
How many upsells can you pitch a customer before they would be so offended you cancel the initial product?
I can tell you from selling over 14,000 items in the last 6 months with endless upsells we have never had 1 person call our customer service asking for a refund because they were presented too many upsells after their purchase
ليست هناك تعليقات:
إرسال تعليق