Some blogs are more popular than others. I know this because of 2 things.

First, people tell me that they really like some of my blogs - but don't mention others. That leads me to believe that they don't comment on the ones they don't like - as people don't tend to say things like "wow, that last blog you did was terrible.'

Second, I get lots of stats on how many hits each blog gets over time and what keywords led people to a blog. The 3 most popular since I've been blogging involve Michael Jackson, the MS Comic Font and my local VW Dealership.

Search engine magic is weird - if you search for VW Dealership on Google Images - you land on my VW Dealership blog - I have no idea why.

VW Dealership Blog on Customer Service

The VW Dealership blog was a quick posting that I wrote after a visit to get my wife's car looked at. I thought I was getting bad customer service, only to be surprised at the end of the interaction to find that it was really good service really. Or really, really good service, depending on your preference.

Yesterday, I went to the same VW dealership. This time, I was interested in buying a car rather than having one serviced or repaired.

I change cars every 2 years or so and tend to do a bit of homework, go for a test drive and then make a decision between 2 or 3 alternatives. This time, I'm either sticking with what I've got (I've had 2 of them already) or changing for a VW. For the purposes of this tale, I'm going to be spending around £30,000 on a new car and want to change within the next 3 months...

I arrived at the VW Dealership and noticed something wasn't quite right. The showroom was empty apart from a yellow industrial hoist that seemed to be surrounded by what was to ceiling of the dealership. The windows were dirty and there was a huge Portakabin outside. Not to worry though as the words "BUSINESS AS USUAL' were daubed on the side in Volkswagen blue. What new cars they had were dotted around the forecourt in between used ones and there were confused customers walking amongst them under the grey sky as a gaggle of car salesmen stood chatting on the ramp leading up to the Portakabin cum showroom.

After wandering amongst the cars, I went over to a salesman (note: he didn't approach me) and asked if they had brochures on the car I'm looking for (which has just been updated in terms of specification and price). "I don't think so but I'll have a look..." he said as he sat down at a makeshift point of sale stand and rummaged through his brochures.

"No, none here. Is it a company car or private?" he asked - presumably to help him determine how bothered he should be as he's less likely to get the commission if I go for a company car. I told him it was personal (which it was quickly becoming) and he marginally brightened up, heaving his heavy frame off the chair and offering to check the stock room for me.

He was gone for 5 minutes or so and came back with a dog eared brochure - "This is all I can find - it's the old spec model and has a coffee stain on it but it'll have to do I'm afraid...."

"I see. Do you have any cars in to look at"

"No, sorry."

"I was hoping for a test drive..." I said, hoping he'd come back with something spectacular like "we can drop one off for you" or "our sister garage in Manchester may have one".

"We have none in but we may get some soon.." was his closing comment.

Ironically, for a salesman, it wasn't a closing comment.

I was a warm qualified lead looking to make a purchase in the next 3 months. He didn't even get my contact details, or give me his. He gave me nothing to do next in order to buy from him.

Sales is a process. Sales people take customers through it step by step until they hand over their cash. This guy didn't even get to first base.

But more so, he allowed his surroundings and environment (chaos) to affect his attitude towards me. He'd given up hope of selling to me before he even got going. The fact he had no cars to show or decent literature meant he just admitted defeat and decided to a) hope I come back and b) hope when I do come back that I speak to him. I'm not so sure that hope is a strategy in the current economic climate.

VW spend millions on product development and advertising. Yet, right at the sharp end of the customer interaction point, they have an overweight, underdressed, unenthusiastic, unprofessional, ill prepared sales person. It's not just VW either, I've had the same experience with Volvo and Peugeot in the past - unable to spend my money on an expensive item because of poor sales people who can't simply lead a customer through a process.

The BMW dealership I use has free WiFi and proper coffee. When I bought my last car, they gave me pie and chips in their restaurant above the dealership floor while I waited for the salesman to finish his 'appointment' with his last customer. They invite me to their new launch events and send me a glossy magazine every 3 months. When I book in for a service, they pay for a taxi ride back to my house. They also happen to sponsor the stadium of the Rugby team I support so they have built good local brand affinity too.

Whether the VW or BMW is most economical, better specification or greatest value is kind of irrelevant now. I have to either decide to drive 20 miles to discover whether the next VW dealership is any better or stick with BMW and get another 'free' helping of pie and chips.