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Car Buying As A Service – Changing the Car Buying Game
Car Buying As A Service
As of 2018, there are nearly 17,000 new car franchise dealerships across the United States - so car buying as a service should be commonplace.
But we all know that all car dealerships, just like all car salespeople, are not created equal. In Southern California, there are 43 Honda car dealerships. And that doesn't include San Diego County! That's only Los Angeles County, Orange County, and the Inland Empire - Riverside and San Bernadino Counties.
And with all the information available to us buyers these days, we can walk into any dealership with an incredible amount of knowledge including the vehicle and price - everything.
So if cars are commodities then why choose one dealership over another? Service - and honesty, of course. A simple concept but easier stated than executed.
In this iDriveSoCal Podcast, I'm joined by David Latif of Rock Honda. Click play below to hear how his team treats car buying as a service rather than sales. And, as part of National Salesperson Day, we acknowledge one of his top 'service people' who happens to help a lot of Southern Californians buy cars.
***Transcription***
Recorded in Fontana, CA
Service & Honesty In Car Buying
David: People know everything before they get into a dealership, they can buy this car anywhere, so the only thing we're really selling is service and honesty.
We're trying to make the process as seamless as we can. You're only going to them if this customer is happy 100%. Not a fake happy, a happy, happy!
Tom: Welcome to iDriveSoCal, the podcast. All about mobility from the automotive capital of the United States, Southern California. Tom Smith here and I am excited to be out at our good friends, our wonderful partners in the Los Angeles suburb of Fontana California, Rock Honda.
Joining me is Rock Honda's general manager, Mr David Latif. David, thank you so much for joining me yet again.
"...the only thing we're really selling is service and honesty."
David: Thanks again for having me.
Tom: Today's podcast is... Really, it's two-fold. One, it's philosophical.
We're coming up on a little known day, most people don't know this holiday. I don't think it's soon to be a national holiday by any stretch, but nevertheless, it's a day where we recognize certain professions. December 14th, 2018 is National Salesperson Day.
David: I'm excited to find out what it is.
Tom: People love getting new cars but the car buying process can be contentious. It's been that way for many, many years.
But some car dealerships handle that situation far better than hours, even know. Even though it's a known fact, whatever. You guys at Rock Honda do a phenomenal job, you do a great business.
You do a great business because you have a lot of repeat business, as well as you have a large staff that has very loyal followings. So we are going to announce, someone here at Rock Honda for National Salesperson Day.
You Can Buy Anywhere
But first, let's talk a little bit about just kind of the philosophy that you share with your team here at Rock Honda as far as the sales cycle goes, the sales process goes.
David: So obviously, I mean, the culture we build here the last seven, eight years is we sell one of the best products in the country.
People know everything before they get into a dealership. So the only thing we're really selling is service. They can buy this car anywhere, so the only thing we're really selling is service and honesty.
We have customers that bought 20, 25 cars here the last 15, 16 years. So the culture here, if you're going to break the laws, and take shortcuts, and mistreat the customer, this is not a place for you to work.
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By Tom Smith
3.5
22 ratings
Car Buying As A Service
As of 2018, there are nearly 17,000 new car franchise dealerships across the United States - so car buying as a service should be commonplace.
But we all know that all car dealerships, just like all car salespeople, are not created equal. In Southern California, there are 43 Honda car dealerships. And that doesn't include San Diego County! That's only Los Angeles County, Orange County, and the Inland Empire - Riverside and San Bernadino Counties.
And with all the information available to us buyers these days, we can walk into any dealership with an incredible amount of knowledge including the vehicle and price - everything.
So if cars are commodities then why choose one dealership over another? Service - and honesty, of course. A simple concept but easier stated than executed.
In this iDriveSoCal Podcast, I'm joined by David Latif of Rock Honda. Click play below to hear how his team treats car buying as a service rather than sales. And, as part of National Salesperson Day, we acknowledge one of his top 'service people' who happens to help a lot of Southern Californians buy cars.
***Transcription***
Recorded in Fontana, CA
Service & Honesty In Car Buying
David: People know everything before they get into a dealership, they can buy this car anywhere, so the only thing we're really selling is service and honesty.
We're trying to make the process as seamless as we can. You're only going to them if this customer is happy 100%. Not a fake happy, a happy, happy!
Tom: Welcome to iDriveSoCal, the podcast. All about mobility from the automotive capital of the United States, Southern California. Tom Smith here and I am excited to be out at our good friends, our wonderful partners in the Los Angeles suburb of Fontana California, Rock Honda.
Joining me is Rock Honda's general manager, Mr David Latif. David, thank you so much for joining me yet again.
"...the only thing we're really selling is service and honesty."
David: Thanks again for having me.
Tom: Today's podcast is... Really, it's two-fold. One, it's philosophical.
We're coming up on a little known day, most people don't know this holiday. I don't think it's soon to be a national holiday by any stretch, but nevertheless, it's a day where we recognize certain professions. December 14th, 2018 is National Salesperson Day.
David: I'm excited to find out what it is.
Tom: People love getting new cars but the car buying process can be contentious. It's been that way for many, many years.
But some car dealerships handle that situation far better than hours, even know. Even though it's a known fact, whatever. You guys at Rock Honda do a phenomenal job, you do a great business.
You do a great business because you have a lot of repeat business, as well as you have a large staff that has very loyal followings. So we are going to announce, someone here at Rock Honda for National Salesperson Day.
You Can Buy Anywhere
But first, let's talk a little bit about just kind of the philosophy that you share with your team here at Rock Honda as far as the sales cycle goes, the sales process goes.
David: So obviously, I mean, the culture we build here the last seven, eight years is we sell one of the best products in the country.
People know everything before they get into a dealership. So the only thing we're really selling is service. They can buy this car anywhere, so the only thing we're really selling is service and honesty.
We have customers that bought 20, 25 cars here the last 15, 16 years. So the culture here, if you're going to break the laws, and take shortcuts, and mistreat the customer, this is not a place for you to work.