In recent years, the "fax attack" model of car shopping has become popular. In a "fax attack," a customer sends a fax to every car dealership within a certain radius listing the make and features of the car they would like, along with the price they are willing to pay, and asks dealerships that will match that price to contact the customer. In essence, the customers set both the features and the price for the car. McCall Automotive has experienced a sharp increase in the number of fax attacks, and Phil, the sales manager, is seeking methods for addressing the situation. Phil is also concerned about the dealership's positioning strategies and market share.
-How could Phil BEST respond to a"fax attack"and differentiate McCall Automotive positively from other dealerships?
A)Phil could respond to the fax with brief answers to all of the customer's questions.
B)Phil could develop value-added solutions for the customer by building a relationship.
C)Phil could refer the customer to other dealerships that typically have lower car prices.
D)Phil could steer the customer to more expensive cars that have better safety records.
E)Phil could refuse to match the fax attack price because quality cars demand high prices.

Question

Quizplus · Accepted Answer

Developing value-added solutions and building a relationship with the customer is the best response to a "fax attack." This will help differentiate McCall Automotive positively from other dealerships and potentially lead to customer loyalty and positive word-of-mouth marketing. Referring the customer to other dealerships with lower prices or steering them towards more expensive cars is unlikely to result in a sale for McCall Automotive. Responding with brief answers or refusing to match the price may also lead to a poor customer experience and negative perceptions of the dealership.

In Recent Years, the "Fax Attack" Model of Car Shopping