#4 A Non-Responsive Internet Dept
A Personal Car Shopping Experience (Part 4 of 8)
Watching my email for a short while, my inbox soon pinged with the arrival of a response from the dealership in what I thought was a reasonable amount of time. “Favorable for the dealership,” I thought as I moved to open the email. Two clicks later, that favorable impression turned as quickly as my stomach after running five miles and then eating a large piece of cheesecake! An internet salesperson simply thanked me for my interest in the XYZ and asked what time I can come in. I understand the dealership wants to get customers into the showroom… but the salesperson’s email contained none of the information I requested and thus, I had no understanding of whether such a time commitment would be worthwhile on my part… or the dealership’s. There were no lease figures offered at all, and there wasn’t even an indication if the unit I had picked out was still in inventory. Yes, I had provided the VIN & stock number.
Forty-five minutes later, another cheerful ping indicated that a new email had arrived, and I saw it contained an attachment! Spirits lifted, I anticipated it would convey the requested information and hoped the vehicle payment would be in the ballpark I had in mind. The two-sentence email plus a table included a payment: a full cash purchase price with all the taxes and fees in detail. Then, at the very bottom was a one-line note that said the 36-mo./15K mi. lease payment would be $499 a month and cash due would be zero. I had no idea if zero “cash due” meant they rolled all the TTL and dealership fees into the monthly payment (something I did not want) or if it simply meant there would be no cap reduction. So, I finally had a monthly payment, but I had no idea how the lease cap cost was structured, and I still wasn’t sure about whether a trip to the dealership would be worthwhile.
About the Author
Mark Krach is vice president at automätik, an organization dedicated to “Eradicating boring training from the face of the Earth.” He has nearly 30 years’ experience in the automotive industry—having worked for a manufacturer, a dealership, and as an automotive training writer and facilitator all over the U.S. and Europe.