we're desparate! (continued)

It was pretty obvious that this was just a ploy to sell me a new car, even though the letter arrived in an actual first-class postage envelope from the Toyota Corporation. Nonetheless, I did a little research, and determined that my car's current value was worth more than the loan I had on it. After crunching the numbers, it looked like I could get into a new Echo for not much more than my 2000 Echo was worth; the loan-to-value ratio was above water. Especially if I could borrow at 1.9%, it was an interesting proposition.

The free tool kit sealed the deal. I spent most of Sunday meticulously detailing my car. I figured that it needed to be washed anyway, and if it looked good, I'd probably get a better trade-in offer. I printed out information about newer Toyota models I was interested in, and then headed to Toyota of Kirkland to see what kind of offer they would make to me.

Based on my interaction with the service department, I've come to expect excellent service from Toyota of Kirkland. Their service department is truly top-notch; I've had my car serviced there consistently since I bought it, and they've always taken really good care of me. I was surprised to find out that the sales department doesn't even come close. They definitely have a lot to learn from the service department.

When I visited the dealership, there wasn't any indication that the promotion for which I'd received the letter was taking place. There were cheesy tents all over the place, with helium balloons and banners reading "Toyota Tent Sale," but the lot was dead. Nobody greeted me. I went into the showroom, and there wasn't anyone at the reception desk, either. After several minutes of standing around looking confused, a salesman wandered over. I handed him the letter and said "Hi, I got one of these."

The salesman looked at me, looked at the letter, looked back at me, and said "That's you?" Confused, I said "Yes, it is." He then turned and started walking across the showroom floor. Perplexed, I followed him. The salesman disappeared into an office, and emerged a couple of minutes later holding my letter and a small box with MADE IN CHINA emblazoned across the side. Thrusting both into my hands, he said "Here's your tool set," then turned and walked away.

Puzzled, I returned to my car and opened the tool set. It was the cheapest piece of junk I've ever seen. I was able to bend the wrench in half, using only one of my bare hands (and I'm not a strong guy). I wandered around the lot and looked at new cars for awhile, but it was pretty clear nobody was interested in selling me a car. One salesman walked right past me without so much as a glance, then turned onto the sidewalk and headed toward a cluster of businesses not far away.  Eventually, I got bored and drove home.

I didn't buy a car on Sunday, and now that my Echo is clean, I'm even happier with it than I already was. However, I might have bought a car, if anyone there had shown the slightest interest in selling me one. To that end, here are my suggestions to the Toyota of Kirkland sales department:

1. Try to spell the name of your company correctly on letters you send to customers. To do otherwise reflects pretty poorly on you.
2. Cheap, crappy gifts reflect more poorly on the giver than no gift at all. Consider giving away a higher quality tool set (made in Taiwan, maybe?), or something cheap for you to buy but holding a high perceived value to the customer (such as a T-shirt, water bottle, etc.).
3. If you are going to put on an "event," have some indication at the dealership that it's actually taking place. You know... a sign, a desk, something.
   • Corollary: Don't put on another simultaneous event (especially something as cheesy as a "tent sale." What the heck is a "tent sale," anyway?).
   • Corollary: Try to have at least one employee outside ready to assist anyone interested in the event, who is clearly identified as an event staff person.

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