Marketing and all things related

My husband and I spent the weekend looking for a used car.  It was time to replace our SUV with a more gas-friendly vehicle for my husband's long commute to and from work.  With 2-year old triplets, we don't have much time for car shopping.  That meant we could visit four local dealerships, compare the used cars on their lots, and buy one of them.  It had to be that quick.  Our experiences at each dealership were much what you would expect, except for our time at the Toyota dealership.

During our visit to the Toyota dealership, we were amazed by their unwillingness to drop their price (not even a penny) on the used Camry we were interested in purchasing.  Their sales pitch focused on the inferior quality of American-made cars and the fantastic Toyota brand name.  Perhaps I went into the used car-buying experience with the wrong attitude, but I thought they would at least drop their price by $1,000.  Nope. 

Next came a discussion about our trade-in.  When I reacted with shock with their offer of $1,000 for my trade-in (vs. the $4,500 I was offered at another dealership), again, they reminded me that Toyota is a fantastic brand and American-made car dealerships would offer me more than Toyota would because Toyota is so much better.  I was able to convince them to increase the trade-in offer to $4,500 on a used Toyota or $3,000 on a new Toyota.  Again, the discrepancies seemed strange to me. 

I should also mention that we already have a Toyota Sienna that we get serviced regularly at this dealership, so they knew they were working with loyal customers (or at least we used to be).

Suffice it to say, we did not buy a Toyota.  In my opinion, there comes a point when a brand name isn't worth the extra money (particularly when there is a huge disparity between pricing of fairly equivalent products - at least in my mind).  Toyota has been losing market share, and their arrogant perception of their brand as superior to others isn't winning customers. 

So what lessons does this experience teach us?

1. Never think too highly of yourself and your brand.  Once you do, you become arrogant and lazy, and customers know it.  You want customers to think you want their business and you'll work to make them happy.  You don't want them to think that you're doing them a favor by even taking the time to speak with them.
2. Know who your loyal customers are and do what it takes to keep them.  Repeat business and word-of-mouth advertising are critical components to a successful marketing plan.  Don't forget your best customers.
3. Remember that every customer is important and every communication and interaction you have with a customer is just as important.  Had the dealership just dropped the price by $1,000 or $2,000, we would have bought the Toyota, but I think the unwritten rule to buying a used car is never pay the sticker price.  The dealership claimed that they already discounted the price twice, but customers don't care what you did before they walked into your door.  They want to know how you can help them right now.  If you can't help them, be honest about it, and they just might come back to you in the future (or recommend you to someone else).

Have you had a similar experience?  Can you think of other brands that are becoming arrogant?