It’s About the People


In the spirit of the holidays, we have a guest blog from Philippe Ayoub on shopping for a dealership. We’ll be asking Phil to contribute on occasion about the sales experience from both the dealer and customer points of view. We’re trying to make vehicle purchasing better from both sides of the desk. We want empathetic, knowledgable sales consultants as well as informed buyers. If both sides can come to an understanding, the new vehicle purchase experience can only get better. Here’s Phil:

Shopping for a Dealership – It’s About the People

So you’ve decided to buy a new car—that’s the easy part.

Now the hard part begins—shopping for a dealership. What if I pay too much? What if there’s a better dealership? What if there’s a better choice/package/colour out there? What if they’re hiding something from me? So many risks of making the wrong decision!

It really doesn’t have to be that difficult.

Let’s face it, if you’re on this site, you’ve already done most of your homework. You’ve narrowed down your choice to your top three vehicles. You’ve prioritized them in order of importance. So then, what do you really need to look for in a dealership? You’ve already shopped the vehicles, now shop the people. When it comes right down to it, we thrive on personal contacts and relationships; we yearn for people that “get us,” that will take an active interest in who we are. “Just listen to what I’m saying” can be the start and end of any discussion.

Your First Stop

Your first stop will most likely be the dealership of your first choice of vehicle. What happens next determines the outcome, whether you purchase or keep looking. Now whether you have a referral to someone in particular, or you’re meeting a complete stranger, ideally your experience is not of someone trying to sell you a car, but rather that you’re being assisted in your purchase decision.

Your Ideal Candidate

Your ideal candidate should want to ask you questions about what you’ve already researched, what you currently drive and how your needs have changed since you bought your last car. In short, you’ll want them to consult with and more importantly LISTEN to you before even showing you what they have in stock.

Take the time to share where you are in your shopping journey and only then should they make suggestions that can save you time and money. If both parties try to rush through the process, rarely is any time or money saved. You’re unlikely to remember how fast it all went, but you will remember how well it went. Shopping for a dealership to find the right relationship is as important as finding the right car. After all, the proof will be in the vehicle you have to drive for the next 3-5 years!

Philippe Ayoub is an Automotive Training Consultant, Coach and Facilitator with more than 20 years experience working with manufacturers and dealerships. Motivating and empowering sales and after-sales professionals in the automotive sector is his driving passion. You can read more about Phil at (
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