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KINDER, GENTLER APPROACH SPELLS SUCCESS

NORTH VANCOUVER - While the kinder, gentler
approach in U.S. politics did not spell success for George
Bush, the sune cannot be said for the auto industry. The NO

HAGGLE — NO HASSLE approach has caught on in a big

way.
Pioreered by Mountview Jeep-Eagle of North Vancouver,
the one low price policy has spread throughout the Lower
Mainlend. According to Jefi Polo, sales manager at
Mountview “it's a win-win situation. The customer wins by
being able to relax and enjoy the experience of purchasing a
‘new vehicle without having to deal with all the negative
emotions associated with price haggling. The dealership wins
because we are selling more vehicles and more importantly,
ou; customers are happier with the dealership and ae
therefore more loyal. We cre looking for the repeat business
tight at the introduction stage, Our referrai business has gone
way up. To us, that is a significant measure of our success."
When asked sow Mountview felt about the numerous other

B.C.'s Largest Inventory and
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declerships that have adopted the No Haggis No Hessie
approsch Ali Bani-Sadr, Mountview’s General

responded "Imitation is the sincerest form of flattery. | should
point out that we go a step further than any other dealer by
actually guaranteeing the lowest price. If we camot better a

* deal offered by another dealer, we will write that customer a

cheque for $200.00. By the way,” be added, “we have not
had to waite a cheque yet.”

If Southern California is any indication, there will be
winners and losers in this new trend. The winners appear to be
those dealerships that make a real effort to change the
corporate culture. Basically, the custemer.is looking for
sincerity, and that must come from the top dowa. “If our entize
Management team is pot completely committed to making the
buying experience a pleasant one for the customer,” says Ali
Bani-Sadr, “we can't expect our sales staff to truly believe that
the customer is number cn, no matter what." .

Professional Non--
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