Have you seen the latest Ford commercials where buys face the media after purchasing a new car?<\/p>\n
I don’t want to say Ford stole my idea, but I definitely had it first. Of course, I had a slightly different twist on it. Several years ago I wrote a consumer column for The Arizona Republic that talked about how people would make different decisions about how they purchased a car if they had to face the media afterwards.<\/p>\n
Here’s that column:<\/p>\n
Imagine for a moment that the next time you make a major purchase you\u2019ll have to face the media immediately afterward.<\/p>\n
Picture this, you\u2019ve just signed the papers on that new car. The salesman shakes your hand, and then you\u2019re ushered into the media center. Instead of reporters from ESPN, you\u2019d have to face someone from the Wall Street Journal or Consumer Reports. They\u2019d wait a moment for you to get a drink of Gatorade, and then the lights would come on and they\u2019d start firing away.<\/p>\n
\u201cSo what kind of prep did you do to get ready for today,\u201d they\u2019d ask from behind their microphones.<\/p>\n
\u201cNothing really,\u201d you might respond. \u201cI just drove by and thought the blue car looked pretty.\u201d<\/p>\n
\u201cDid you scout the competition?\u201d<\/p>\n
Uh\u2026 not really,\u201d you\u2019d mumble.<\/p>\n
\u201cCurt Schilling has notes on every batter he\u2019s about to face, did you read up about the tactics the salesman might use?\u201d<\/p>\n
Suddenly you began to realize why Randy Johnson has that scowl in the SportsCenter highlights after he loses a game.<\/p>\n
\u201cTell us about the negotiations?\u201d<\/p>\n
You brighten up for a moment, \u201cI think they went well. I held my ground and even got some floor mats thrown in.\u201d<\/p>\n
\u201cDid you get that in writing?\u201d some smart alec cub reporter questions.<\/p>\n
\u201cWell no, but even if I didn\u2019t I still got a great deal. The salesman says he\u2019s never seen anyone get it for that close to MSRP. He claims I practically stole it.\u201d<\/p>\n
That\u2019s when the jaded reporters would begin to roll their eyes. They\u2019d say something about \u201cnot ready for the big leagues\u201d under their breath and the questions would fade away. They\u2019re already anxious for the next guy to come through the door.<\/p>\n
Just a bizarre fantasy? Yes. But imagine how much different you\u2019d handle that next purchase if you knew you were going to get peppered with lots of detailed questions as soon as it was over. If only to avoid embarrassment, you might do a little cramming before you hit the showroom. You\u2019d check the prices of other homes in the neighborhood before you made an offer. You\u2019d bring along a copy of consumer reports the next time you went shopping for a mattress.<\/p>\n
It will never happen, of course. But next time you get ready to buy something big, ask yourself if you\u2019re ready to face the media.<\/p>\n
By the way, you can see Ford’s take on my great idea here: http:\/\/www.youtube.com\/watch?v=lwKbItOQNKc<\/a><\/p>\n