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Foothills BMW-Lakewood-A Business Too Big?

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Contributed by: Rose Richmond on 5/4/2008

When you call a business with the intention of making a purchase from them, you expect a degree of good customer service. When I called Foothills BMW for information and assistance, I got anything but. I was left with the impression they didn't need my money.

For the last 4 years my husband has saved his change and extra money. He faithfully put his extra in a jar everyday after work. Sometimes it would be several quarters, and sometimes it would only be a few pennies. He was dedicated to saving all he could. He dedicated this change to his motorcycle fund.

He had never had a "new" motorcycle. He had over the years, had several used ones. In the last 13 years, he had not had anything to ride except his Montessa Trials Bike. He made up his mind that this jar of savings would buy his new Triumph.

After 4 years he finally had saved $9,000.00. He felt he had enough to get the Triumph Bonneville he had been looking at on the Internet and through the window of the dealership. He wanted to buy it cash. Because we live in Colorado, he did not want a bike that would sit in the garage, only to have to make payments.

He asked me to call around for specials. I started finding all of the dealerships for Triumph in Colorado. Because there are limited places that handle Triumphs, I called Foothills BMW in Lakewood, Co., first. I sent two emails that were not returned. Then I called a week later. I asked for a sales person.

I was connected to the Sales Manager, a British fellow. I began the conversation by telling him I was calling for my husband to inquire as to what promotions were available for the Bike my husband wanted. I explained to him what my husband was looking for in a bike. I asked him if they had any promotions that would allow free accessories or a discount if we paid in cash.

His first response was, "What has paying in cash have to do with anything?" I was a bit shocked by that response. I felt embarrassed and aggravated that I exposed myself to such a rude comment. I told him the story about how my husband had saved his change for 4 years to get this bike. He laughed.

I asked if they had a discount program for accessories when you bought the bike. He really shocked me by his next statements. He told me, " Maybe you need to call around to some of the dealerships that are more hard up for business." He said, " We are one of the top dealerships in the country." We don't need business bad enough to give a discount for someone paying cash."

At that point in the conversation, I laughed. I said, "OK". He never offered a thank you for calling, kiss my foot or anything. I was totally disappointed. I knew how much extra money we had to spend on accessories. I also knew how many accessories were necessary when you buy a new bike. There are helmets, fly screens, alarms and more.

I had to take a deep breath when I got ready to hang up. I wanted to be mean, but I just said alright and hung up.

I sat still for a moment and thought about my husband, who for several years has scrimped and saved his change and any other extra money he got to buy this bike. I have watched him sit at the computer and dream of buying a brand new Triumph Bonneville for hours on end. Every Sunday for the last 4 years we have driven to Apex Sports in Colorado Springs to stare through the glass at the newest bikes on display.

As I sat and thought of all of those things, my anger overcame my good sense. I sent an email expressing my displeasure with their obvious lack of customer service skills and their blatant disregard for my desire to spend money with their business.

After realizing that they were more concerned with "big" money vs a pawdry 10,000.00, I looked up the phone number for Apex Sports. The first salesperson I got on the phone was Gary. From the second he answered the phone, he was interested in what I wanted. Within minutes of getting him on the phone, I was excited again. He made me an excellent offer and gave us more than enough extras.

My husband is riding his new Triumph Bonneville. Apex Sports and Gary were excellent. My suggestion is for all of you guys or ladies that want to buy a new Triumph or BMW motorcycle, and you live in Colorado, make the trip to Apex Sports in Colorado Springs. Foothills BMW in Lakewood/Denver area have obviously grown beyond the everyday customer.

Sometimes when businesses get so big, the little customers suffer. Foothills BMW should have taken a moment to consider what I said to them. I wasn't trying to get the bike free. I felt degraded and abused by this salesperson who as I stated before was the "Sales Manager". If the Sales Manager is so unconcerned with new business, what is his team acting like?

Foothills BMW gets an F grade for their customer service and sales enthusiasm. They probably handle their service for their bikes the same way. Poorly. Foothills BMW should consider the fall of Rome. Sometimes you can be too big and too unconcerned with the average person.

With Spring and Summer coming and people all around Colorado breaking out for the beautiful weather, there will be many new bike sales. My hope is if you are considering going to this dealership, think twice. I could not have been the first.

If you are considering a new bike and live in or close to Colorado, make the trip down to Apex Sports in Colorado Springs. See Gary in Sales. Small town hospitality and service. Great deals as well.

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