There's a huge change coming in the way new cars are sold. We investigate the agency sales method
Our team of Target Price mystery shoppers contacted nine Mercedes dealers, from various groups around the country, two weeks after the introduction of agency sales, to assess how the new system is working, and how salespeople are dealing with it and explaining it to customers.
Customer-facing explanations also include playing on the exclusivity of buying a Mercedes. One comment from a salesman was: “You wouldn’t haggle when buying a Rolex, would you?” Our mystery shoppers noted a lack of true dedication to the new system among many salespeople, as these comments reveal: “All the fun has gone now. Not being able to discuss price has been difficult sometimes,” from Mercedes-Benz Tamworth.
All the salespeople felt they had to tell our mystery shoppers that they could complete the whole process online and pick any UK Mercedes dealer for fulfilment, but they were all keen for us to visit their showroom to complete the purchase. The reasons given for this all revolved around helping us to build the spec of the car and go through the online ordering process with Mercedes, but it was more likely so that they could earn the agency fee for the sale.
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