Study: Car browsers prefer friendly advice over sales pitch

A recent study revealed that most customers enjoy their car-buying experience more if they are being given with helpful advice.

According to research by British online car-selling platform BuyaCar.co.uk, two out of three vehicle owners are more persuaded by friendly advice rather than by sales pitches.

A total of 402 motorists participated in the survey where they were asked to describe their preferred car buying experience. It revealed that 69.4% of the respondents appreciate general piece of advice, while only 10.2% are convinced to purchase the model that the salesperson wants them to choose. The remaining 20.4% equally recognize both approaches.

Most motorists would also enjoy their car buying experience if the salesperson exudes a friendly and accommodating approach as it somehow heightens their confidence in the product. It is also important for the salesman to show his interest in the buyer’s car preferences by simply asking the right questions. Once customers have shared their primary concern, it is better to give them a wider range of selections to choose from rather than convincing them to purchase a specific model.

The study has also proven that customers would also appreciate the experience more if the salesperson is guiding them in picking the best deal. Ninety-five percent of the participants said that they are looking this factor when making a car purchase.

BuyaCar.co.uk Chief Executive Andy Oldham stated, “We believe that everyone should enjoy the experience of buying a car and that confidence is the magic ingredient.”

He added, “When you are making a major purchase, like a car, confidence is best encouraged by trusted advisors, who are friendly, respectful and approachable, rather than salespeople who can seem pushy or even target-driven… Our research emphatically shows that almost everyone wants to feel helped and advised by friendly and approachable expert people, rather than feeling that someone is selling to them.”

Photo from Mercedes-Benz Philippines