Consider how you came to be at the places you were today. Did you drive in your car? Your family car? Maybe a car that belongs to a sibling? No matter the way that you or your family came to have a vehicle (assuming that you have one) will accept that you more likely than not purchased or leased the vehicle to the level where the automobile is yours?
If you do not drive a car, this message isn’t for you. Think back to the action of buying or leasing the vehicle. If you in fact have one. Perhaps you looked at different classes of automobiles on the internet or in magazines to compare features, cost of purchase, resale value, or safety test ratings. Think about that homework, and your evaluation of the sources of information as well as how confident you were with the information that you had at the time.
My goal here is to help focus you on new standards adopted by the Associated Press when it comes to the Data Journalism, which were adopted in or around June 2016. Through these, my thought is to persuade you to be a more informed consumer of the news…specifically in the advertisements for purchasing vehicles.
Information sourcing: What is the original source of the news that you are reading? What would make you go to Kelly Blue Book or Consumer Reports to determine if you have the best sourcing of information on whether you should buy a Hyundai Sonata or a Nissan Altima or a Toyota Camry or a Chevrolet Cruze? Would you take the word of friends on Facebook over family advice? Does the motor company website or dealer give you everything that you need to know?
Consider the purpose of the information source(s) you would consult. Kelly Blue Book and Consumer Reports have a different agenda from each other, as does the manufacturers of the vehicles? Does the source serve the consumer? Does it serve the manufacturer? Does it serve the insurance industry? More than one?
I personally go to at least three sources of information when vehicle shopping. Only at that point will I consider recommendations from family or friends on whom where to buy. I need to know the cost of repairs. I need to know today’s cost compares to the cost of the same model five years out. The dealer should offer a price break for paying cash, especially if they are offering 0% interest loans. How does your purchasing research process work?
All this also leads to negotiating the deal. I lose nothing by buying nothing, whereas a salesperson might lose my business today and into the future. Treat me honestly and fairly is all it takes to get a deal done. I will come back for new cars and service needs if I trust you. Give me reason to trust you, and you’ll get me to come back. At the end of the day, that’s what we both want. If things have gone well today, you’ve received some of the same feedback.
Matt – Monday, December 19, 2016