Straight from Consumer Reports to the pages of Readers Digest (February 2004, page 138), we’re once again confronted with the reality that Car Dealers are out to scam the public.

In the article entitled, "The #1 Sales Scam – Are these deals too good to be true?" the author provides us with a variety of ways (not just one) that consumers are taken in by salespeople who "are taught to answer your questions by first asking themselves: 'What response will give us the biggest profit?' "

These scams include:

• 0-0-0 programs
• The "monthly payment" strategy
• The "we’ll pay off your old car" strategy
• Lying about your true credit score in order to stick you with high interest
• The "pay up now or we’ll tell the bank you stole the car"

And my personal favorite:

• No Haggling Allowed

While there are crooked dealers and bad salespeople who can take anything and twist it into something negative for the customer, there are far more who have made strides toward honesty and integrity. So what do you tell customers who are armed with this kind of "information?"

There is no "ONE THING" that will help you build trust once a customer is convinced that all dealers are out to scam them. It takes a series of small comittments that you keep, while focusing on the customer’s wants, which will turn them in your favor. Be straight forward and be first to present complete financial information before they ask. Be thourough but also be willing to let them go without undue pressure and follow up to show you were sincere.

It’s going to take time to turn the opinion polls in our favor. Until then, just remember that "customers need to know that you care, before they’ll ever begin to care about what you know!"

Got an opinion?