I didn’t walk into the dealership just browsing. I knew what I wanted. I had done the research. I had already picked the trim, color and even knew where I’d mount the rooftop tent someday. All I needed was someone to hand me the keys and walk me through the finish line.

But the experience? Lackluster. Let me be clear: I still bought the car. I left with the Bronco I had been eyeing for months. But if I weren’t as dead-set as I was, I’m not sure I would’ve stayed. And that’s the point.

Most customers aren’t like me. They’re not as emotionally committed to a vehicle. They’re hesitant. They’re price-sensitive. They’re unsure. And if your sales team makes the mistakes I experienced, you’ll lose deals you should be closing.

Here are 5 things that nearly ruined my purchase and how dealerships can fix them before the next ready-to-buy customer walks through the door.

Mistake 1: Making Me Repeat My Info Three Times

I submitted a lead form online with all my details. Then I got a call from the internet sales manager asking the same questions I had already answered. Fine. I rolled with it. Then I showed up at the dealership and the floor salesperson had no idea who I was, what I wanted or that I had even scheduled a visit.

He smiled and said, “So what brings you in today?” What brings me in? The Ford Bronco you told me was in stock. The appointment your team confirmed. The VIN I included in two emails. I didn’t want to start over. I wanted to feel like they knew I was coming and were ready for me.

Dealership Fix: Tighten up internal communication. Make sure whoever greets the customer has access to previous contact, preferences and lead data. Customers want to feel known, not processed.

Mistake 2: Trying to “Warm Me Up” When I Was Already Hot

This one drove me nuts. I showed up ready. I was ready to talk numbers. I was going to skip the test drive and sign the deal, if things looked good. Instead, I got the “relationship builder” treatment. Small talk about the weather. Five-minute rundown of all the vehicles they carry. A walkthrough of the showroom. A tour of the coffee machine.

It felt like I was being taken through a script built for cold leads. I had to interrupt and say, “Peter, I told you I plan on walking out with the Bronco if you make this easy.”

Dealership Fix: Not all leads are cold. Train your team to spot a hot buyer and match their energy. If someone’s ready to go, don’t slow them down. Move.

Mistake 3: Winging the Vehicle Walkthrough

I love the Bronco. I know it inside and out. But I was hoping for a salesperson who could speak to it with the same passion. Instead, I got a walkthrough that sounded like it came from a brochure:

“This is the 2024 Bronco Badlands. Uh… it’s got leather seats, obviously. And heated steering. These are the rims that come on this trim. Pretty sharp, huh?”

It was fine, but it didn’t match the moment. I was ready for details. Off-road features. Tech specs. Maybe a “Let me show you something cool most people miss.”

Instead, I felt like I knew more from YouTube videos than they did. It wasn’t a deal-breaker, but buying a car should be an exciting team. Nothing ruins the mood like someone reading off the spec sheet.

Dealership Fix: Your sales team doesn’t need to memorize the owner’s manual, but they should know the key selling points and differentiators of your most popular models. It builds confidence and makes the process feel exciting, not transactional.

Mistake 4: Delays & “Let Me Check With My Manager”

Let’s talk about the dreaded dealership dance. We sat down to talk numbers. I had financing lined up already. Trade-in value roughly known. I was hoping for a streamlined conversation.

Instead, we got:

• A printer that didn’t work

• Confusion about what rebates applied

• A 20-minute disappearance to “run it by the manager”

• Two different sets of numbers on two different pieces of paper

• A sense that no one really knew what the process was

By the time we hit the hour mark, I was wondering why I didn’t just click “buy” on one of the big car delivery platforms.

Dealership Fix: Streamline your sales process. Use digital tools that make it easy to present offers, apply trade-in values, and show real numbers. Keep the customer informed at every step. And empower your salespeople to handle more of the process without disappearing for approvals every time.

Mistake 5: No Real Follow-Up After the Sale

This one surprised me the most. I bought the Bronco. I drove it home and told 3 friends about it. But in the days and weeks that followed, I got nothing but silence. No thank-you email. No check-in. Not even a “Hey, how’s the ride treating you?”

That’s a huge miss. I was a walking referral opportunity. I would’ve gladly left a glowing review. I probably would’ve tagged the dealership on social. And down the line, I would’ve brought it back for service, if I remembered who helped me. But the lack of follow-up made the whole experience feel cold.

Dealership Fix: Build a post-sale sequence. It doesn’t need to be complicated. A thank-you message. A link to leave a review. A service reminder. A referral offer. Something. Anything. Stay connected to the customer or someone else will.

The Bronco Was the Hero. The Sales Process Wasn’t.

Yes, I left with the Bronco. The car is awesome. It sold itself. But if I was even a little unsure, the experience would’ve pushed me away. And I’m not alone. Most buyers aren’t 100% committed when they walk in. They’re garded. Distracted. If your sales process has cracks, it’s not just a bad experience, it’s lost revenue.

The good news? These mistakes are fixable. At Slamdot, we help dealerships create ROI-focused buying journeys. That means websites that set the tone, forms that collect the right info, automations that prep your sales team and post-sale follow-up that keeps customers engaged long after they drive off the lot.

Want to see how we can help your dealership grow? Contact us today!

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