Consumers' Ideal Automotive Salesperson Is a Negotiator to Help Get the Best Deal - J.D. Power Autos (blog)
Study data also suggests that satisfaction with the overall purchase experience is lower among new-vehicle shoppers who attempt to negotiate a better deal than among those who don't (793 vs. 844, respectively, on a 1,000-point scale). "Dealers would do well to examine their approach to customer negotiations to close this satisfaction gap and to avoid misconceptions and frustrations with in-store interactions as well as preserve loyalty and advocacy for the product being sold,... "Among the generations, Gen Y buyers negotiate the vehicle price 72% of the time, while Pre-Boomers negotiate only 61% of the time," said Chris Sutton, vice president, U. S. automotive retail practice at J. D. Power. "Gen X negotiates 66% of the time and Boomers 64% of the time. Source: www.jdpower.com
