McDonald's Ford Dealership

In this case, you are presented with two different scenarios. Read and

evaluate each scenario.

Scenario 1: The used car salesperson for McDonald's Ford, John

Alexander, approaches a woman, June Miller, in the car lot:

Seller: Can I help you?

Buyer: 20,000 miles on this oneI'll bet a little old lady owned this

lemon! What was it, really, before you set it back?

Seller: That is the actual mileage. Hi, I'm John Alexander and you are? . .

. [He waits for reply.]

Buyer: June Miller.

Seller: June, what can I help you with?

Buyer: Oh, I don't know. Something that runs and will get me around.

Seller: Do you travel out of town or just drive back and forth to work?

Buyer: I drive everywhere! I'm even getting in a car pool with my boss.

Seller: Good mileage is important then.

Buyer: Sure is. [She walks over and looks at a full-size, four-door Ford.] Say,

I like this one! $6,500! You have to be kidding.

Seller: Do you need that much room?

Buyer: Not really, there is just me.

Seller: June, are you saying you need a car that is dependable, gets good

gas mileage, not too big, and not too expensive?

Buyer: How did you guess?

Seller: Follow me. . . . [He shows her five cars that he feels have those

features. Then he asks:] Which one of these do you like? [June provides

feedback on each car.].

Buyer: Well, they are OK, but I really don't like them. Thanks for your

time. I'll shop around a little more. Give me your card and I'll get back to

you later.

Scenario 2: The used car salesperson for McDonald's Ford, John

Alexander, approaches a woman, June Miller, in the car lot:

Seller: Can I help you?

Buyer: 20,000 miles on this oneI'll bet a little old lady owned this

lemon! What was it, really, before you set it back?

Seller: That is the actual mileage. Hi, I'm John Alexander and you are? . .

. [He waits for reply.]

Buyer: June Miller.

Seller: June, what can I help you with?

Buyer: Oh, I don't know. Something that runs and will get me around.

Seller: Can you tell me about how much you travel. For instance, some

folks primarily drive to their workplace while others commute 10 or

more miles per day?

Buyer: I drive everywhere!

Seller: I can appreciate that. How many miles a year do you drive?

Buyer: Probably 20,000. But that may be less. I'm getting in a car pool

with my boss.

Page 117 Seller: That sounds like a great way to reduce miles. Will you be

driving in the car pool?

Buyer: Probably not. [She walks over and looks at a full-size, four-door

Ford.] Say, I like this one! $6,500! You have to be kidding.

Seller: What do you like about this one, June?

Buyer: I like that it looks sleek. I also like Ford cars.

Seller: What are the elements that concern you?

Buyer: The price. $6,500 is a lot.

Seller: June, would you be willing to sit in the car and tell me what you

like most about it and what you like least about it?

Buyer: I guess so. But, I'm not going to get it at this price.

Seller: I totally understand. I'm not looking for a commitment. I'd just

like to learn what would make a car good for you. [June and John open the

doors and enter into the car.]

Seller: June, what are the three major items you need in a car, and does

this car have any of them?

Buyer: I need a car I can afford. This one definitely isn't it. I want

something that looks nice and sleek, and it doesn't really need to be so

big. There's just me. Seller: Okay June. That makes a lot of sense. Would you like to see a few

cars that might meet your needs? Then, you can tell me if we're getting

closer to what you are thinking?

Buyer: I guess so.

Seller: Follow me. . . . [He shows her five cars that he feels have those

features. After each car, John asks June] What do you like and not like

about his one?

Buyer: Well, I'm still thinking. Thanks for your time. I'll shop around a

little more. Give me your card and I'll get back to you later.

Questions 1. Describe the situation and the buyer's apparent needs. What

differences did you see between the scenarios?

2. What has the salesperson done well in the second scenario

versus the first scenario?

3. How could the salesperson learn more about the buyer's needs in

the second scenario?

4. What should the seller do now that the buyer has said no to the

cars he has shown her and is about to leave the car lot?

5. Now that you have reviewed both scenarios, what three keys

would you suggest a salesperson remember when trying to learn

about a buyer's needs?