Seduced by this promise of a perfect match—one that understands my moods and responds to my needs without being demanding—I ran to a local Los Angeles Mercedes dealer, then another, then another....
Instead of a walking away with a new automotive soul mate, I came away with no new car, no date and no love for Mercedes.
It’s time to buy a new car and my interest is piqued with the idea of owning a snazzy Mercedes sports car. I have my morning coffee, and the adrenaline in my system is pumping with the excitement of a new driving machine. My mind is bouncing with all the possibilities of new features and options. I’ve done my research, scoured the internet for all the latest alternatives, and I have my wish list in my pocket.
And like a bad first date, my car-buying moment fell apart like shattered glass in the first few moments. At the first dealership, I waited 35 minutes without being waited on. Disgusted with the lack of timely response, I drove to a second dealer. Looking me up and down in five seconds, Tthis second dealer’s sales manager passed me to a “used car” salesman with an obvious Hispanic last name. Was this the only sales person available or did he simply give me the only “minority” sales person he could find?
Theis used car salesman was a fish flopping sadly out of his element. He didn’t know how to operate the CLK 350, CLK
550 or CLK 63 convertible top. Nor did he know if the convertible had a safety roll bar. After
an excruciating 2 hours, I left the dealership without a deal, a contract or even the price of the car. And the worst part was, I wanted to buy a car!
The usual customer is on the fence; not quite sure if a purchase is right, but interested in something new. They take convincing which takes work. I was a gift horse packaged, wrapped, and delivered to their doorstep with a ready checkbook. Yet the dealerships seemed too blind to know what they had in front of their noses.
Having had this same experience the last time I tried to buy a Mercedes-Benz in Maryland, I expected this experience—10 years later—to be more pleasant and successful. But...even well within the
diversity of California, the challenge remained essentially the same—I don’t fit the picture of the typical Mercedes-Benz buyer. I am not a match to their defined target demographic, to put it kindly.
Sunday afternoon I dressed very California chic to visit the third dealership. Once again, the sales manager passed me to someone else—this time it was the “Chinese Market”
manager. While he was very respectful and knowledgeable, he was unable to discuss the type of deal I was requesting. Nor did he even offer to have me test drive a car.
He suggested I wait for the sales manager or leave him a message to call me. So I left a message that Sunday afternoon.
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Tuesday, I left another message for the sales manager
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Wednesday, I left another message manager and one for the sales person
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Saturday, I called again and left another message
Six messages in two weeks and I still had not heard from either the sales manager or the sales person. “Why?” I wondered.
Perhaps Mercedes-Benz is making the same mistake many companies are making—they market to various cultural markets but they don’t know how to sell to that market. Or worse, the company predetermines that certain customers and demographics have buying power and others don’t. Whichever the case, it is a dangerous game to play.
After the dot.com years the buying world changed. Today the perfect demographic in Bermuda shorts and IZOD shirt could be a credit card binging debtor while that sloppy kid with torn jeans and girlish-looking hair could be a cash-dripping e-commerce website owner.
But the old rules in the car world still seem to be present; Iit’s challenging buying a new car—especially if you are a woman and a Latina to boot. Even with a Ph.D. that’s proudly disclosed, you just don’t match their buyer’s profile.
Stop making those little cross-cultural mistakes. They’re costing you money. In this case, $80,000, give or take a few.
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Dr Jo Ann Piña is an internationally recognized professional speaker, consultant and author with expertise in cross-cultural communication, cultural values, communication, diversity and leadership skills. Dr. Jo works with leaders and business owners to expand their ability to influence and get their message across cultures. She also assists companies and associations capture their share of the Hispanic market. You can reach Dr. Jo at 626-437-4814 or by e-mail at
DrJo@drjoannpina.com or www.DrJoAnnPina.com.
© Dr. Jo Ann Piña All Rights Reserved.
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