I finally bought my car and have been suffering from buyer’s remorse ever since. It’s not that I feel guilty about spending large amounts of money (maybe it is) but the treatment I received from their salespeople. I’ve spent my entire career in sales and this is a milieu I understand well, all the tricks, the lies, the promises and the last minute glitches that happen. This is all from the salesperson’s perspective.
But buyer’s remorse is coming from the buyer’s perspective not the salesperson’s perspective.
I started this process like a typical 2.0 customer.I researched different types of cars, I did my homework, talked with people, test-drove different models, and even considered flying to Sweden to get my factory-ready car (but I still couldn’t get it in chocolate brown). I contacted five different dealers in California, hoping to leverage my circle of...



