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1 in 4 leave showrooms because of salesperson treatment: J.D. Power

November 23, 2010
More than one-fourth of the people who walked out of a new-vehicle dealership without buying said they did so mainly because they didn't like the way the salesperson handled their business, according to a new J.D. Power and Associates study. "While satisfaction scores have improved overall, the 2003 Sales Satisfaction Index Study finds relatively little evidence that dealers as a whole have improved the actual processes with which they interact with customers," said Chris Denove of J.D. Power. "Dealers and manufacturers are sometimes under the false impression that customers are truly committed to a certain model. However, approximately one-half of the shoppers who leave a dealership because they didn't like the way the dealer handled their business don't make the effort to purchase from another dealer selling the same brand. Instead, they simply walk across the street to purchase an entirely different brand." The study finds that customer satisfaction with the new-vehicle sales process has improved slightly over 2002.