Let’s examine a couple of facts. J. D. Power (a widely respected firm that specializes in evaluating trends in our industry) states that a satisfied customer will tell six people about their positive experience. A dissatisfied customer is much more vocal and will tell his story to over thirty people. Another survey revealed the single biggest reason the customer did not purchase from the dealer he visited was dissatisfaction with the salesperson he encountered. I don’t have to tell you an auto purchase is a major investment, and the public loves nothing more than reinforcing their concept of the shady auto dealer. A salesperson who is inconsiderate of the customers’ desires, displays a lack of product knowledge with poor follow-up habits will drive away many more customers than he closes.