Ah the used car salesperson stereotype. We all know the type of personality that comes to mind. In fact, in his seminal book, To Sell is Human: The Surprising Truth About Moving Others, bestselling author Daniel Pink asked people to list adjectives that encompass their view of “sales” or “selling.” Most participants used descriptions such as “pushy,” “aggressive,” and “annoying.” Then, Pink asked participants to draw an image that came to mind when they thought of the word “sales”. Without skipping a beat, all participants drew the proverbial used car salesperson donning an ill-fitting suit. Notably, every image was of a man.
While the vast majority of dealerships do not employ anyone today who fits that trope, the auto sales stereotype endures. And this negative image has driven many consumers to visit and transact with online car buying sites, such as Carvana and Vroom. The sad truth is that some consumers’ aversion for dealers likely has more to do with their perception of and distaste for pushy sales people than any actual negative experience with an auto sales consultant. What’s more is that preconceived notions of retail auto do not stop at sales. Stereotypes abound throughout the dealership ranging
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