Publisher's Synopsis
Following a successful 25+ year career in corporate marketing and sales combined with an economic downturn that impacted many in that line of work, Gordon Wright decided to follow a passion and a fascination that went back to his youth in small town Nova Scotia. He always loved cars and he also loved talking about cars. A car dealership looked like the perfect place to bring those elements together. As a marketing professional, he was intrigued by the relationship most of us have with cars. Working as a salesperson on the dealership floor, he started to learn first-hand how the glamour and the reality were often in opposition. It seemed clear that people love cars and people love to shop but they do not love to shop for cars. He soon discovered that the way dealerships and car sales people are generally trained to conduct business was a lot different than what he had been used to in the corporate world. He soon developed a different approach with customers that was based on the philosophy that an educated buyer is an easier customer to work with. This is how he built a solid base of customers who appreciated his approach. At the same time, the internet and social media were providing more tools for car buyers to begin to level the playing field. Unfortunately, the industry is still populated by a significant percentage of "old school" thinking in an increasingly competitive industry. The result is that despite some improvements in some quarters, it is still likely that you will be subject to a wide range of deceptive practices and "smoke and mirrors" techniques when you visit a dealership even though you arrive with lots of product information and research. Gordon Wright pioneered a New Way to Buy a Car in the way he conducted business in the showroom and online. He realized that these methods worked better than the "old school" tactics employed by many of his colleagues and was rewarded with many repeat customers and referrals. Educated customers, he found, were happy customers and were eager to spread the word. This Consumer Awareness Guide will help you navigate the "mine field' and actually turn the tables so you end up enjoying the process. And let's face it, buying a car should be an enjoyable experience. With this guide, you will discover the Four Steps to a Hassle-Free Car Purchase, the Six Costly Misconceptions About Buying a Car, the Four Car Sales Rip-Offs to Avoid, and the Ten Mistakes to Avoid When Visiting a Dealership plus much more information and insights that will put you in the "driver's seat" when it comes to buying or leasing your next car. Reading this Guide will be like discovering what it's like to have A Friend in the Car Business.
