Case for Chapter 3

J and J Automotive Sales

Joe Burns loves what he does. He just isn’t crazy about how others see him. Joe is the owner of
J and J Automotive Sales, a used-care dealership with about 30 cars in his lot at any time.

“Used-car dealers deal with a pretty bad reputation,” says Joe. Just why, he isn’t sure. He did
not realize there was such a stigma attached to used-car dealer until he opened his dealership. “At
Christmas, when family members would ask what I was doing, I’d tell them and they’d ask me why I
want to do that.”

Regardless of the public’s impression of used-car dealers, joe loves his business. He enjoys
being his own boss. He likes being the sole salesman on his lot. He relished the diversity of his work –
he does everything from buying the vehicles, to fixing them up to sell, helping buyers arrange financing.
And, very importantly, joe likes the opportunity to work with customers. “There are a thousand guys out
there selling cars who are better at selling than I am.” Joe says” I’m more interested in having a
relationship.”

One of joe’s strength s is that he loves cars. It is in his blood- his father worked for a new-car
dealer and frequently traded the family’s cars. Joe believes his intimate knowledge of cars makes it
easier for him to sell them. “I van tell you whether the car has 75% of its brake pad left or if the brake
pads are new, because I did it.”

To build a meaningful relationship with a customer, Joe has to overcome the stereotype of a
used-car salesman. He thinks this might be coming from the hard-sell techniques used by some in this
business. “ I don’t think it would take a customer long to get jaded if they are out shopping for a car,
That is a hard thing to overcome’.

It is frustrating to Joe when potential customers see him as just another shady salesmen.
Because he works hard to build a customer’s trust, it hurts him when re realizes that he has failed. “If
they (customers) question my integrity, that is the hardest thing.”

Q1: How do you think the stereotype of used-car dealers developed. Discuss/ Explain
Q2: Is there anything Joe can do to counter the stereotype? Discuss/explain
Q3: At present times, in the local scenario(Philippine setting) do you think used-car dealership
is still stereotyped? Discuss/Explain