In which we are encouraged to assess buyer experience rather than to assume.

On a recent trip to Ireland I rented a car at Dublin airport. I’d never before driven a car from this particular manufacturer. Nice looking car. Metallic silver. Very sporty. Loved the wheels.

I slid into the front seat and started through the pre-drive checklist. Mirrors. Seat position. Seat belt. I started the car, shifted into first gear, and gently let out the clutch. The car wouldn’t move. I tried reverse; same response.

A quick glance at the dashboard indicated that the parking brake was engaged. Although I’ve driven many dozens of car models in my life, I could not figure out how to release the parking brake in this one. I shut down the engine, unbuckled my seat belt, opened the car door, slid out of the car, walked back to the car rental service desk, and asked for guidance.

“Oh, have you not driven one of these before?”, I was asked.

Sigh… I think the message was, however gently said, “Poor soul, so sorry you can’t do this yourself. And can you manage your shoe laces in the morning?” Or words to that effect.

The agent was kind enough to walk out to the car with me. I opened the door and slid in.

“Do you see the middle control in the row behind the gear shift?”

“Yes, thank you, I’d found that before.”

“Right. So, pull that up while you are depressing the clutch.”

“The clutch???”

“Yes, the clutch.”

“That makes no sense to me!” [Always good to object to offered expertise, yes?]

He pointed toward the clutch. So, I lifted the middle control, depressed the clutch, and voila! Parking brake released. Who knew? [Well, obviously, others!]

“Enjoy your drive, sir, call us if you need anything.”

Yes, thank you.

Everybody has a first time buying or using something and, if we happen to be sitting with them at that moment, no matter how strong their expertise with morning shoelaces, we assume at our peril that they have “done this before”. Good to ask that question at the beginning. Maybe not, “Oh, have you not driven one of these before?” Perhaps, not that. Maybe more like: “Tell me a little about your past experience with this type of purchase” or words to that effect.

Nick Miller is President of Clarity Advantage based in Concord, MA. He assists banks and credit unions to generate more and more profitable relationships, faster, with business clients, their owners, and their employees through better sales strategies and execution. Additional articles on Clarity’s web site.