Bought Because of Trust

In class we talked about one of the main goals in sales is to gain the persons trust.  My mom recently purchased a new car and I thought it was interesting on how she went about it. She has had a jeep for the past 7 years and was starting to think that it was time to get a new one. She asked me my opinion on a Friday night when I went home on what I thought would be a good option. I gave her my two sense and showed her the Ford Explorer, the Honda Pilot, and the Jeep Grand Cherokee as potential options. After looking at them online she decided that the best way for her to decide would be to test drive a few. Unfortunately, I wasn’t able to go with her on Saturday to look at these cars, but I had a suspicion that she would buy one. I wouldn’t really categorize her as an impulse buyer, but on this purchase, I think it might fall under that umbrella. Instead of going to the Ford or the Honda dealership she started at Jeep one. The reason behind that was because that is where she bought her previous vehicle and always liked how they treated her. From what she told me she test drove one other vehicle before she drove the one she bought. I think the main reason she bought the jeep that day was because she felt comfortable about the entire experience and trusted the sales person. Instead of venturing out and taking the time to look at a variety of different cars, she relied on past experiences to influence her buying strategy. She could have wasted a lot of time and had to deal with the different types of sales people that we’ve talked about, but trust is really what had the most effect on her. I was impressed when she told me that the owner came out, actually remembered who she was from her last purchase, and talked with her about her new car and let her know that if she needed anything to let him know. Again, a great example of how trust and customer service is huge in sales.