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I have to admit I have never had a job as a secret shopper. I applied once, but never heard back from the store – and it was one of my favorite places to shop! How awesome would it be to get hired as a secret shopper for Mercedes? I wonder if it comes with a big merchandise discount.

Well, Mercedes-Benz was part of a customer experience study over the past four years and a group called Pied Piper Management sent secret shoppers to see how different dealerships were perceived by the customer. The company sent out 3,658 secret shoppers to new car dealerships nationwide. They were between the ages of 21 and 65 and the dealerships were rated on 50 separate points. Mercedes Boston customers will be pleased with the results.

Some of the questions the shoppers responded to included:

*Did the salesperson offer a test drive?

*Did the salesperson seem knowledgeable about the vehicles on the lot?

* Did the salesperson ask how you would use the vehicle?

Luxury brands came out better overall in the ratings. Mercedes-Benz was at the top, followed by Lexus and Land Rover. Acura and Jaguar tied for fourth and Audi, Cadillac and Lincoln tied for fifth. Your Boston Mercedes dealer is proud of this top rating.

Surprisingly, BMW, Infiniti and Volvo along with Porsche did not come out on top, but with average ratings, unlike most other luxury brands. Another aspect that Pied Piper was critical about was that fewer dealerships offered brochures to shoppers.

Fran O’Hagan, Pied Piper CEO said he is “absolutely certain” that paper brochures are helpful in selling cars. Although with the vast array of digital information out there we have to assume that most buyers still have plenty of access to information on the vehicles they desire. In fact, there is probably little need to hand a brochure to someone under 35.

But a side note – this study was mainly to help dealers figure out how helpful their sales staffs are when it comes to helping the shopper decide to buy. O’Hagan added, “David Ogilvy’s famous statement that ‘long copy sells’, remains true today. His point was that if a customer is willing to keep gathering information to learn more about a product, then the moment the customer runs out of information to consume, there’s not more selling going on.”

Well, that certainly makes sense. So if you visit your Boston Mercedes dealer you can probably expect to be given all the information you can absorb and hopefully have your questions answered directly as well.

Mercedes Boston customers can count an enjoyable experience when they shop for a new Mercedes-Benz and they should not hesitate to ask the tough questions or ask for more information.

About the Author: Doug Palumbo is a freelance writer and auto enthusiast. His article features information on your Boston Mercedes dealer for customers of Mercedes Boston.

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