Customer Service Story – The Honest Salesman
The seed of customer loyalty is often planted by a single interaction with a brand, in which the customer’s expectation is exceeded. When the business reinforces the customers’ perception with consistent positive experiences, they earn their loyalty and advocacy.
This customer service story shared by Lee Boueri on Quora has become one of my favourites and shows that sometimes just doing the right thing is enough to delight customers and win their loyalty.
It was 1999, I had been 12 months in my startup and things had taken off. I wanted to trade in my old Suzuki for something nice and I settled on a SAAB Convertible.
We agreed on a trade-in for the Suzuki of $5000. I ordered the SAAB and had to wait for delivery as I wanted a black one and they did not have one in the showroom. The wait was only 4 days.
Unfortunately during that time, our city was hit by a severe hail storm which saw the Suzuki damaged. I rang the dealer.
“Hey, you know how we have done a deal on the trade-in?
“Yeah.”
“The car was caught in the hail storm, it has suffered severe hail damage.”
“Is it insured?”
“Yes, it is.
“No problem, just give me details of your policy and we’ll handle everything.”
Sure enough, on picking up the SAAB I left them with a potted Suzuki and signed over the policy to them washing my hands of the Suzuki.
Unexpectedly the next day I got a call from the car yard. Mind you now the deal is done and they can leave me alone.
“Hi Lee, It’s Tony. I just wanted to see when you’re free today so I can come out and run through the features of the car with you.”
I had to admit there were buttons on the dash I had no idea about and appreciated not having to spend hours huddled over the user manual. He came out to my office and stayed about 40 minutes showing me how everything worked, what to watch for, servicing, etc. By the time he left, I was a SAAB expert.
3 weeks later I get a cheque in the mail from the car yard for $3,700. I was not sure what it was for but an attached note said, “Residual for Suzuki claim.”
I rang to inquire what it was all about.
“We agreed on a $5000 trade-in on the Suzuki. Apparently, you had an agreed value policy of $8,700 so when we claimed they wrote the car off and paid out $8,700. That’s the difference, so we are refunding it back to you.”
Wow, talk about honesty. I was so impressed that when my GM wanted the new BMW 3 series convertible I rang Tony to see if they had a used one on the floor.
“Rare as hen’s teeth as a used car, but as luck would have it we have one coming in next week with the optional hard roof attachment. What’s your guy’s name?”
His name was Anthony and he picked up the BMW from them a week later for $50,000 less than they were new.
As the SAAB neared the end of the lease, I rang Tony.
“How’s business Lee?
“Can’t keep up Tony, listen, you remember the BMW you sold Anthony? “
“Yes, very well, how’s it going?’
“Bloody great. Have you got a black one by any chance?”
“I do. Things must be good huh?”
“Look hold it for me, I’ll be round to have a look tomorrow. “
“Consider it done. I’m going to take the for sale sign off the car now.
As I drove in Tony was standing in the yard.
“Here he is, the successful entrepreneur. Sick of the SAAB huh?
“Hi Tony, good to see you again.” We shook hands, “No just the lease is up and it’s time for a change.”
“My goodness, can’t believe you rocked in here 4 years ago in that old Suzuki. Seems like yesterday.”
“Yeah, the years fly by these days. Wow is that a 911?”
“Yeah nice huh. It’s a Targa, one of only 5 to be brought into the country.”
I was hypnotized. “Yeah, I love it but can’t see my wife agreeing to it.”
“Why not?”
“Not roomy enough for the kids; it’s a bit showy.”
“How old are the kids.”
“3 and 6.”
“It’s perfect. There’re two seats in the back. Want to take it for a run?”
“Let me try the Beemer first.”
“Alright.”
The BMW was as you would expect. Drove well, had only done 20,000km and the final price was $55,000 less than a new one. They would take the SAAB back at a residual value which according to my research was a little more than market value.
OK let’s take the Porsche out. This was slightly older than the SAAB but you could hear the engine rumble with the distinctive sound of a pre-2000 911. A Harley Davidson on 4 wheels. Sure enough, the back seat was tight but very comfortable for 2 kids. The roof was a full glass roof that doubled upon itself when opened giving that convertible feeling. As we cruised the area, every head on the sidewalk was turning.
“Tony I dreamed of owning a 911 since I was a kid but I know this is going to cause problems with the Missus. But let’s say I took it. What can you do on price?”
“I’ll make it the same as the BMW for you. Tell you what, leave the SAAB. I’ll prepare the paperwork for the BMW and get it detailed. Take the Porsche home for the weekend, and come back Monday if you change your mind we’ll do the Porsche and if not, the BMW will be ready. The trick is, if you want the Porsche, make sure your wife gets to drive it.”
Sure enough, as I arrived home my wife was in the garden.
“What are you doing with that?” It was not a happy look on her face.
“It’s a loaner for the weekend, they are just getting the Beemer ready.”
“Ohhh. OK.”
The next morning my wife says, “I’m ducking over to the supermarket for a few minutes.”
“Here…” I say throwing her the Porsche keys. “Try the Porsche.”
She comes back with a huge smile on her face an hour later.
“Wow,” she says handing me back the keys, “Have you thought about that instead of the Beemer?”
YES! Way to go TONY.
2 months after buying the Porsche it broke down during peak hour on a busy road. I rang Tony.
“Tony it’s not enough that it has a blown gasket and there’s steam pouring out the back, it’s happened on the busiest road in the city and everyone passing has something to say.”
“What do you mean?”
“Like “next time get a Toyota” or “Did you get a tow truck with it?”
“Stay there, I’ll be there in 15 minutes.”
And 15 minutes later he shows up in his 300 Lexus.
“Here take this, I’ll wait for the mechanic and call you when it’s fixed.”
I got the Porsche back a week later with a new head gasket and never had a problem with it again. I traded it for another Porsche 911 4 years later and we bought a Lexus SUV from Tony for my wife. All in all, over a 10-year relationship as the business got better, I spent around $500,000 in cars with Tony and my staff another $300,000.
It all started with him coming out to go over the SAAB with me and returning the additional $3700 of insurance money. I often recounted that story to my team as an example of how excellent customer service makes for loyal customers.
Their motto was “Excellence without Compromise” and Tony certainly lived up to it. Tony left after 10 years. By then they had also acquired a Honda Dealership and dominated both sides of a busy highway. The yard shut down 3 years later after Tony left.
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