Read and analyze the below summary:

The car buying process is a lot like other consumer buying processes, the main difference being price and the extent of the purchase. Cars/Trucks fit into the category of long-term buy, ones that should last several years. More thought and convincing are needed for these purchases, so sales representatives must understand what purchasing sector each customer is in.

In the case, we are presented with four scenarios depicting unideal situations. The sales representative was at fault in every situation, and it can be avoided with an excellent understanding of the four purchasing scenarios. In scenario 1, we have a scenario of being in a rush and on a budget. These individuals are likely highly educated, twenty to thirty years of age, with extensive schedules. To secure the deal for this person, the sales representative needs to provide the customer with what they want in a timely manner. To motivate salespeople, " The dealership incentive system and organization structure must be suitably designed to motivate each salesperson to offer each customer a consistent and fulfilling shopping experience" (Chatterjee, Barsainyan, Hazari, Kish, & Renee, 2021). In the case, the customer researched car types before arriving and knew what he wanted. The sales rep tried to upsell the customer by showing him a higher-class car. The solution is simple, and selling is easy if you go through the appropriate steps. The customer made the job a lot easier all the sales rep had to do was show him the car and set him up with the financing department.

In the second scenario, we have a customer in a rush with a flexible budget. These individuals usually fall into the categories of C-level, Business Owners, or Medical Professionals. Money is not as much of an issue, but their time is essential. In the case, the customer identifies the model she wants and plans on coming in again to discuss financial details. When the customer comes back in, she is surprised that the price is decently more than what they talked about. For these people, trust is everything, and a "Lack of price transparency is generally the point of friction at this stage" (Chatterjee et al., 2021). It was said that "If Sally had been upfront with Mary from the beginning and clearly explained the pricing details, it is likely that Mary would have purchased the car despite the high price" (Chatterjee et al., 2021). Lack of transparency leads to a lack of trust, which usually ends the potential deal. The solution is to be upfront about the price and stick to what you say.

In the third scenario, the customer is in no rush but on a budget. These customers have an idea of what they want and need to right offer to close the deal. In the case, the sales rep misplaces the customers' information and does not follow up on what was discussed. These individuals can be tricky because they know what they want, but they want the sales rep to make them a great deal. There is only so much leeway the sales reps can give; that is what makes it hard. Ideally, the sales rep would have stayed on top of the potential and worked out the best deal they could while still making money.

In the fourth scenario, the customer is in no rush with a flexible budget. This is the ideal customer because they have both values (time and money). In the case, the sales rep does the one thing that can turn these people away, not making them a priority. Yes, they have time, but they will grow frustrated if you make them wait for extensive amounts of time. If I were a sales rep, I would love this scenario because the customer will most likely purchase an expensive vehicle. "A long wait to get the financing details can be a sore point during this stage, and the exhausted customer could choose to leave without a car" ( ). The solution is to prioritize the customer and provide them with everything that they need.