Dealership Relationship: the Intangibles of Buying a Car


Did you know that buying a car is the  second biggest purchase decision, next to only a house, that most people will make in their lifetime? It is at the top of the list,  because, yes it is an expensive decision, but also because people want vehicles  that fit their unique individual  lifestyles, needs and budget.  Vehicles are really expressions of the people who drive them. They are chosen for characteristics (features) that people exhibit in real life.  A person generally spends a lot of time in his or her vehicle and therefore wants to enjoy it. In addition, people tend to keep their cars at least one or two years and quite possibly even longer.  It makes sense that this ranks at the top of  important buying decisions. But the purchase decision isn’t only just about the “car”. It’s about the environment and community of the dealership who sells you that car. Customers want to feel valued and appreciated.  That’s what they truly seek.  Otherwise, there would be no need for any dealerships. It would simply be GM, Honda, Ford or whoever-selling their product to the consumer.

So why is this relationship so important? Well, the interesting thing about dealerships is that some, like Jack Maxton Chevrolet, have been around forever. These are the dealerships your grandparents and parents bought their vehicles from. These are the dealerships you, your children, and grand-children will likely continue to buy from. They are deep rooted in the community and provide vital economy to the areas around them. These dealerships are different than the new ones that pop up here and there. They are different because they know the value of relationships.

What is this relationship about? It’s about treating a person (i.e. customer) like family. When someone buys a car, they want a dealership who is supportive, honest, communicates effectively and emits a positive attitude. Jack Maxton Chevrolet is focused heavily on customer satisfaction and our commitment is to building lasting relationships with all of our customers. We know that the “sale” isn’t the end, in fact it’s really just the beginning. We want to be the place you think of when looking for a car, or needing service work. We want to help our customers make informed buying decisions that truly benefit them.

Selling a product is not an exact science, especially when it comes to big purchases like a house or car. Certainly, the bigger the price tag, the more emotional a person becomes attached to not only the product, but the process. There are a lot of ways to make an unhappy customer, but there are just as many to make a happy one.  We provide television, free wi-fi internet, free coffee, snack & soda machine, kids play area, rental cars and even shuttle service, depending on where someone needs transported to. We have many fantastic sales and finance people who have worked here many years and who think of Jack Maxton as their second home. When you come to Jack Maxton for whatever reason, rest assured our commitment is to you.

With that being said…there is always opportunity for growth. We are always looking for ways to improve and make our customer’s experience even better. Just last week, we took a call from a customer who recommended we watch Motor Week (on PBS) for ideas to improve our waiting area.  (He really wanted to see a popcorn machine put in our waiting area).

All of these are minor examples of the intangibles behind the car buying experience.

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