Pushy salespeople putting off car buyers, research shows

Pushy salespeople are scaring away many potential car buyers, according to new research by carwow.

More than 1,000 people were surveyed about the process of buying a car and overly keen salespeople were found to be a major deterrent, with 77 per cent of women and 60 per cent of men saying it would put them off buying a car. Being unable to test drive the one they want to buy (33 per cent) and not getting any discount on the purchase (31 per cent) were the next biggest deterrent among customers.

To be able to offer test drives to customers, a dealership will need to have demonstration cover as part of its combined motor trade insurance policy. As long as the customer provides a valid driver's licence and is accompanied by a member of staff, demonstration cover provides insurance for the dealership's car while a potential buyer is behind the wheel.

Bottom of the list of gripes customers have with car dealers are speedy service and having to haggle for a better deal, which were selected as a problem by 27 per cent and 19 per cent respectively.

James Hind, CEO of carwow, commented: "More than ever before consumers are looking for the quickest and most stress-free way of buying things, and many still feel a bit let down by the car-buying experience."

He advised car dealers to take a more relaxed approach to building an in-store relationship with the customer and instead focus on effective online platforms so a buyer knows what to expect when they arrive in the showroom.