pre-owned vehicles. But I can say with absolute sincerity, the iCar vision is one where everything is on the table. Numbers, options, history – we give you the full scoop.” Every iCar pre-owned vehicle purchase includes a 100-point mechanical inspection, iCar quality vehicle reconditioning, CarProof report, guaranteed credit, a one-year CAA mem- bership, and a 90-day free preview of Sirius Satellite Radio. “We’re always looking for ways to make the iCar experi- ence standout,” Amanda said. “This is just as true online as it is here at the dealership. Our website is designed to be user-friendly. The layout is about accessibility more than anything else. People want to see exactly what they’re looking for right away, which is why I think our PureCars Value Report is so amazing. Basically, it’s a complete vehicle overview of the vehicle you’re considering, includ- ing price, body style and colour, mileage, engine and transmission type, fuel economy, and complete history otherwise. You just click the PureCars link below the picture of the vehicle you’re considering. I email or text these links to all my on-site customers so they can ask informed questions.” Part of the problem with the traditional used-car lot, Derek believes, is the condescension. “Contrary to how some dealerships think and operate, nobody wants to spend three or four hours buying a vehicle,” Derek laughed. “Our informal research shows that an hour or an hour and a half is what most consumers expect and want. So we streamline the process with step-by- step protocols for all of our sales representatives, including providing the PureCars link, and we know our customers appreciate being empowered like this. It shouldn’t be an experience that makes you feel small.” If it seems to you like Derek is a lot more empathetic than the average pre-owned car sales rep, you’re right. It was the fact that he didn’t have to check his compassion at the door that made him a permanent part of the iCar team. “You only have to hear John speak to know he’s a genuine guy,” he explained. “We have customers come in all the time – some repeat shoppers, some first-timers – and they all tell us what a positive atmosphere we have going on, what great energy we have. Well, that’s for two reasons: First, John hires proactive and social people like himself; second, it’s hard not be positive with a boss like him. One of the first days I came here to work, I was shadow- ing everyone. An older woman came in who had bought a pre-owned vehicle the year before and she was having some car troubles. It turned out that the fuel pump had failed and a repair in the order of $700 was needed. Now, this was well over our grace period for warranty and reclaims. But John overheard the story and recognized the woman. He knew she was raising four of her grand- kids and that the likelihood of her being able to continue making payments and fix that repair was slim to none. Typ-
seventh vehicle from us,” added Derek Pugh, who’s been with iCar as a sales representative for four years. “This is someone we all know by name. In fact, when he comes in he usually gets a round of applause. So many of our customers have been dealing with us since we opened our doors six years ago – we call them the iCar family. And some of them come from a lot farther away than the outskirts of town. Some of our most loyal customers come from Reserves up-to 16 hours away and they tell me again and again that they travel all this way for the consistency. I know so many customers by name because they appreci- ate transparency and consistency.” “People want to see exactly what they’re looking for right away, which is why I think our PureCars Value Report is so amazing.” Derek is what you’d call a self-aware guy. “There’s a lot of stigma around this industry,” he said. “The used car salesman is obviously a well-known cliché. They’re crooks; they pull the old bait and switch; it’s all a cat and mouse game to them. Like everyone else, I know all the lines people run through their minds when they hear you sell
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SPOTLIGHT ON BUSINESS MAGAZINE • MARCH 2017
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