How to Become a Car Dealership Secret Shopper (Cruising to Cash)

If you’ve ever been intrigued by the world of automobile sales or wondered what it takes to become a car dealership secret shopper, you’ve come to the right place.

In this guide, we’ll delve into the EXACT steps you need to take to embark on a career as a car dealership secret shopper. We’ll discuss:

The skills you need.
The training that can guide you on this path.
How to secure a job as a car dealership secret shopper.

So, whether you’re a novice in the automotive world or a seasoned car enthusiast looking for an exciting new opportunity, stay tuned.

We’re about to reveal the roadmap to becoming a car dealership secret shopper.

Let’s get started!

Contents show

Steps to Become a Car Dealership Secret Shopper

Step 1: Understand the Role and Purpose of a Secret Shopper

Before starting your journey as a Car Dealership Secret Shopper, it’s crucial to grasp the primary role and purpose of this position.

A Secret Shopper, also known as a Mystery Shopper, is a person hired by a company or market research firm to visit businesses and evaluate the quality of service, compliance with regulations, and other specific information about the products and services they offer.

In the case of a car dealership, you will be assessing the dealership’s customer service, the cleanliness and organization of the facility, and the sales team’s knowledge and presentation of the vehicles.

Secret Shoppers are generally expected to interact with employees, ask questions, make purchases, and then provide detailed reports or feedback about their experiences.

The intention is to provide the company with impartial feedback about the customer experience, which they can then use to improve their services or address any issues.

Understanding this purpose is essential as it forms the foundation of your role.

As a Secret Shopper for a car dealership, your tasks may include assessing the greeting you receive upon arrival, the salesperson’s approach and knowledge of the vehicle, the speed and efficiency of the service, the finance options provided, and how well they handle objections or concerns.

Understanding this role thoroughly will help you perform your tasks effectively and deliver valuable insights.

Step 2: Research the Automotive Industry

To become an effective car dealership secret shopper, understanding the ins and outs of the automotive industry is crucial.

Start by learning about various car brands, models, and the unique features that differentiate them.

This knowledge will enable you to carry out effective and convincing secret shopping activities, as you can ask pertinent questions and engage in meaningful conversations with sales personnel.

Additionally, familiarize yourself with dealership operations, common sales tactics, pricing strategies, and finance options available to customers.

It’s also essential to understand consumer rights and dealership obligations to assess if a dealership is complying with the set laws and regulations.

You can gather this information through online research, attending car shows, reading automotive magazines, watching relevant documentaries or shows, and interacting with car enthusiasts.

Having this knowledge will not only make your secret shopping experience more realistic but will also help you provide valuable and meaningful feedback to the dealership.

Remember, this step is not a one-time activity but requires constant updating of your knowledge, as the automotive industry is dynamic and rapidly evolving.

Step 3: Acquire Secret Shopping Skills

As a Car Dealership Secret Shopper, you need to be equipped with secret shopping skills.

This involves observational skills, reporting and writing skills, time management skills and above all, the ability to blend in like a regular customer.

Observational skills are crucial as you’ll need to take note of every detail about the dealership, the car, the salesperson’s approach, professionalism, the overall customer service experience, and so on.

These details will be required when you make your report.

Your report should be concise, clear, and objective.

Therefore, you need to have excellent writing and reporting skills.

You need to relay your observations accurately without any bias.

It would help to take a few writing classes or tutorials if you feel the need to enhance these skills.

Time management is also essential because there are usually specific time frames within which you are expected to complete your secret shopping assignment.

Lastly, the ability to blend in with the crowd is a vital skill.

You must appear to be a regular customer in order not to arouse suspicion.

This means that you need to be familiar with the car buying process, and you may need to improve your negotiation skills.

You could acquire these skills by enrolling in a mystery shopping training course.

This could provide you with a solid foundation in the industry, teach you how to conduct a mystery shopping assignment, and improve your reporting skills.

Alternatively, you could start by volunteering or taking up junior roles in the mystery shopping industry to gain real-life experience.

Step 4: Get Certified as a Secret Shopper

To become a successful Car Dealership Secret Shopper, it is advisable to get certified as a Mystery Shopper.

There are a number of associations, such as the Mystery Shopping Providers Association (MSPA), that offer certification programs.

These programs teach you the basics of secret shopping, including how to observe and evaluate customer service, report your findings accurately, and remain undetected.

The certification process typically involves a series of online courses and exams that cover a variety of topics related to the secret shopping industry.

You’ll learn about the ethical guidelines for mystery shopping, effective reporting techniques, and how to conduct yourself during a secret shopping assignment.

While certification is not always a strict requirement for secret shopping assignments, it can significantly improve your prospects.

Many companies prefer to hire certified secret shoppers as it indicates that the shopper has a professional approach, understands the job requirements, and can provide high-quality feedback.

Once you are certified, you can start applying for car dealership secret shopper jobs.

This step puts you in a solid position to embark on your secret shopper career, armed with the necessary knowledge and credibility in the industry.

It’s also an important step in showcasing your seriousness and dedication to potential employers.

Step 5: Apply to Secret Shopping Agencies or Platforms

After gaining a fundamental understanding of the car industry and having honed your evaluation and reporting skills, the next step to becoming a Car Dealership Secret Shopper is to apply to secret shopping agencies or platforms.

Start by conducting a thorough research to identify reputable agencies that offer secret shopping services.

Make sure to avoid any agencies that require you to pay before you can work for them.

Legitimate agencies do not charge their shoppers for assignments.

Once you have identified a few agencies, check their requirements.

Some may require you to be of a certain age or to have a certain amount of experience in the industry.

They may also prefer those who have excellent observational and communication skills, as well as the ability to accurately remember and report details.

After confirming that you meet the requirements, apply by filling out their application form, which often includes your basic information, and in some cases, a short test to assess your suitability for the role.

Remember, you should never be asked to pay to apply or to get a job as a secret shopper.

Moreover, some secret shopping platforms can be joined online.

These platforms usually have a variety of assignments available, including car dealership visits.

Registering on these platforms usually involves providing some basic information and passing a quick test.

Be sure to highlight any relevant experience you have and emphasize your attention to detail, reporting skills, and understanding of the car dealership industry in your application.

Once accepted, you can start accepting assignments and begin your journey as a Car Dealership Secret Shopper.

Step 6: Create a Compelling Profile

As a car dealership secret shopper, you must create a compelling and believable profile.

This profile will serve as your assumed identity during your dealership visits.

The details of your profile should align with the typical customers that the dealership is likely to encounter.

This could include details such as age, occupation, income level, and reasons for purchasing a car.

This step is crucial as it helps you blend seamlessly into the environment and not arouse suspicion from the dealership staff.

It’s also important to remember that you should feel comfortable and confident while playing out this character.

This requires thorough preparation and practice.

To make your profile more convincing, you may consider creating a backstory that provides reasons for your visit to the dealership.

For example, if your profile is that of a young professional, you might say you are looking for a reliable, economical car for commuting to work.

It’s essential to be consistent in your profile’s details, as inconsistencies may raise suspicion and affect your secret shopper results.

Don’t forget to periodically update your profile to reflect different customer demographics, as this will give you a broader understanding of the dealership’s customer service quality across different customer profiles.

Having multiple well-crafted profiles can also increase your chances of getting assigned to more dealership visits.

Step 7: Practice Your Cover Story

As a secret shopper for a car dealership, it’s crucial to have a believable cover story that can prevent dealership employees from suspecting your true role.

Your cover story should include basic details such as why you’re shopping for a car, what type of car you’re interested in, and other relevant details about your (fabricated) personal circumstances.

You need to practice your cover story until it comes across as natural and genuine.

This will involve rehearsing scenarios and potential questions you might face from a car dealer.

It might be helpful to get feedback from others to make sure your story is consistent and credible.

Remember, you are there to observe and report on customer service, sales techniques, and the overall shopping experience, so your cover story should provide you the opportunity to assess all these aspects.

For example, you might pretend to be a first-time car buyer or someone who is unsure about what kind of car to buy, which would prompt more interaction and advice from the sales staff.

Make sure your story is flexible enough to adapt to unexpected situations or questions.

Additionally, you should also practice handling situations where your cover may be blown.

If a salesperson becomes suspicious, you need to maintain your calm, stick to your story, and deflect their suspicions convincingly.

Step 8: Accept Assignments and Review Guidelines

Once you have built a solid foundation and registered with a mystery shopping company, you’ll start receiving assignments.

Each assignment may have specific requirements and guidelines, so it’s crucial to thoroughly review these before accepting them.

Assignments for car dealership secret shopping can range from general customer service evaluations to more detailed assessments, such as evaluating the sales pitch or the finance options provided.

When you review assignment details, pay careful attention to what you need to observe, which aspects you need to critique, and what kind of documentation you’ll need to provide.

This may include photos, receipts, or detailed notes about your experience.

Also, check the deadline for each assignment.

It’s crucial to complete your tasks within the given time frame.

Remember that accepting an assignment means you’re committed to completing it professionally and punctually.

Moreover, be sure to consider the feasibility of the assignment.

For instance, if the dealership location is too far, or if the assignment requires a specific knowledge base that you do not possess, it may be best to decline.

It’s important to accept assignments you are confident in executing to maintain your professional reputation as a secret shopper.

Step 9: Perform the Shop and Gather Intelligence

After you’ve established your identity and familiarized yourself with your assignment, you’ll go into the dealership to perform the secret shop.

You’ll pose as a regular customer, interacting with the sales staff and assessing the quality of their customer service, their knowledge of the products, and their sales techniques.

Throughout your visit, you need to gather useful intelligence.

Take note of the cleanliness of the dealership, the vehicles on display, and how employees interact with customers.

Pay close attention to the sales pitch, the negotiations, and any financing or additional services that are offered.

Every detail is important, from the way you’re greeted upon arrival to the cleanliness of the restrooms.

Use a hidden camera or recorder if it’s permissible and necessary to accurately capture the experience.

Be sure to document any discrepancies or highlights immediately after your visit to ensure accuracy in your reporting.

Remember, as a secret shopper, your role is to remain unnoticed while you observe and record.

The data you collect will assist in improving the dealership’s customer service and sales strategies.

Step 10: Complete Detailed Reports Promptly

After each dealership visit, secret shoppers are expected to complete a detailed report about their experience.

These reports are crucial as they provide feedback to the dealership about their sales process and customer service quality.

You’ll need to take note of everything that happened during your visit, including the staff’s performance, the cleanliness of the showroom, how you were greeted, the sales pitch, and how well they answered your questions.

The depth of your report will depend on the dealership and the company you’re working for, but in general, the more specific and detailed you can be, the better.

You may be asked to rate certain aspects of your experience on a scale, provide a narrative of your visit, or both.

Turnaround time is also crucial in this role.

Companies often require reports to be submitted within a certain timeframe, typically within 24 hours of the visit.

This ensures that the information is still fresh in your mind, and it allows the dealership to act on your feedback in a timely manner.

Therefore, being able to articulate your observations clearly and concisely, and submit your reports promptly is crucial to be a successful secret shopper.

Step 11: Analyze Feedback and Improve

As a Car Dealership Secret Shopper, your job doesn’t end with simply visiting dealerships and providing feedback.

You must also spend time analyzing the feedback you have provided and identifying areas where you can improve your secret shopping skills.

After each secret shopping trip, take time to review your notes and feedback.

Identify trends or common issues that may be appearing across different dealerships.

This will help you to provide a more detailed and constructive analysis to the clients.

Improving your skills as a secret shopper also involves enhancing your observational skills, your ability to blend in, and your ability to provide clear, concise, and useful feedback.

You might want to consider taking classes or attending workshops on customer service or sales tactics, as this will further deepen your understanding of what to look for in a car dealership.

In addition, always be open to feedback from the clients.

They may point out areas in your reporting that need clarification or more detail.

Always be willing to adjust your approach based on this feedback to provide the most valuable service possible.

Lastly, keep an eye on industry trends.

The car dealership industry is constantly changing and evolving, and as a secret shopper, you need to stay current to ensure your evaluations remain relevant and useful.

Step 12: Continue to Learn and Stay Updated

As a car dealership secret shopper, it’s important to continuously learn and stay updated with the latest trends in the automotive industry.

New models, features, and technologies are released every year, so you must keep up with these changes to accurately evaluate a dealership’s knowledge and sales techniques.

Additionally, dealership sales strategies and tactics can evolve over time.

Therefore, it’s crucial to stay current with industry standards, regulatory updates, and best practices in customer service.

Enroll in relevant online courses, attend seminars or workshops, read industry-related publications, and join professional groups or forums.

This way, you can network with other secret shoppers and industry professionals, exchange insights, and continually improve your secret shopping skills.

Also, be sure to regularly review and familiarize yourself with the guidelines and grading systems of the secret shopping companies you work for, as these may change over time.

Regular training and self-improvement can help ensure that your evaluations are valuable, accurate, and relevant.

Car Dealership Secret Shopper Roles and Responsibilities

Car Dealership Secret Shoppers are hired to act as typical customers and evaluate the quality of service in a car dealership.

They provide feedback to help improve customer experience, sales techniques, and overall dealership standards.

They have the following roles and responsibilities:

Observation

Visit car dealerships incognito to measure the quality of service.
Examine the cleanliness and organization of the car dealership.
Observe and evaluate the sales techniques used by salespersons.
Inspect the condition of the cars for sale.

Interaction

Engage with salespersons and other staff as a regular customer would.
Ask questions about cars, financing options, warranties, etc.
Assess the level of customer service and professionalism.

Data Collection

Record findings accurately and objectively.
Document the time of visit, employees interacted with, and the experience as a customer.
Collect any marketing materials or promotional items offered.

Reporting

Prepare comprehensive reports on each dealership visit.
Provide constructive feedback and suggestions for improvement.
Submit reports in a timely manner to the hiring organization.

Communication

Maintain regular communication with the hiring organization.
Communicate any issues or concerns immediately.

Confidentiality

Maintain confidentiality of the hiring organization and the dealership being evaluated.
Never reveal the role as a secret shopper unless specifically instructed to do so.

Training and Development

Undergo training to understand dealership standards and expectations.
Stay updated on current market trends and customer service standards.

What Does a Car Dealership Secret Shopper Do?

A Car Dealership Secret Shopper, also known as a Mystery Shopper, is a professional who is hired to act like a regular customer at a car dealership.

Their primary role is to evaluate and assess the quality of service and the overall customer experience.

They conduct a series of operations that a potential car buyer would typically do.

This includes making inquiries about various car models, asking about the financing options, testing the knowledge of the sales staff, and even going for test drives.

Their job is to provide an unbiased report on the dealership’s customer service, sales tactics, cleanliness, and responsiveness of the staff.

They might also evaluate the dealership’s compliance with company standards and regulations.

They are responsible for documenting every detail of their experience, including how they were greeted, the time it took for a salesperson to approach them, the information provided, and the overall impression of the dealership.

After their visit, they submit a detailed report of their findings, which the dealership management uses to improve their customer service, train their staff, and optimize their operations.

Some Secret Shoppers may also be tasked with assessing competitors to provide comparative data.

Essential Car Dealership Secret Shopper Skills

Observation: A secret shopper needs to be keenly observant, paying close attention to details in order to assess the customer experience and performance of the dealership.
Communication: Effective written and verbal communication skills are crucial. Secret shoppers need to interact convincingly as potential customers and also report their findings accurately and clearly.
Memory: A good memory is essential as secret shoppers must remember the specifics of their interactions for their report, often without taking obvious notes.
Objectivity: It’s essential to remain impartial and evaluate the dealership based on the set criteria and standards, not personal biases or preferences.
Customer Service Knowledge: Understanding best practices in customer service is necessary to evaluate the dealership’s performance accurately.
Professionalism: Secret shoppers must conduct themselves professionally during visits, even when facing challenging situations or staff members.
Organization: Keeping track of multiple assignments, dealership details, and report deadlines requires strong organizational skills.
Discretion: The role requires subtlety and discretion, as the shopper must not reveal their true purpose during the dealership visit.
Automotive Knowledge: Basic knowledge of cars and the car-buying process can enhance the secret shopper’s credibility and their ability to assess the dealership effectively.
Reporting: After the visit, secret shoppers must provide detailed and accurate reports, including both qualitative and quantitative findings.
Analytical Skills: The ability to analyze and interpret interactions, processes, and outcomes is crucial for providing valuable feedback to the dealership.
Punctuality: Timeliness is key in this role, as secret shoppers often need to meet strict deadlines for visits and reports.
Integrity: Secret shoppers must adhere to ethical guidelines, accurately representing their interactions and findings without exaggeration or fabrication.
Adaptability: The ability to adapt to different situations and people is important, as secret shoppers will interact with a variety of staff and face unexpected scenarios.
Confidence: Confidence in playing the role of a potential customer, including negotiating prices and asking pertinent questions, is crucial for a believable secret shopper.

Car Dealership Secret Shopper Career Path Progression

The Foundation: Junior Secret Shopper

The journey begins as a Junior Secret Shopper.

In this role, you are primarily observing and learning.

You may be tasked with visiting dealerships, evaluating customer service, and reporting back on your experience.

Here are some tips for success:

Evaluation Skills: Develop a keen eye for detail to accurately evaluate customer service and overall experience.
Effective Reporting: Master the art of clear and concise report writing to provide valuable feedback.
Professionalism: Maintain a high level of professionalism and remain unbiased in your evaluations.

The Ascent: Secret Shopper

With more experience and a better understanding of the industry, you’ll move on to the role of a Secret Shopper.

Here, you’ll take on more complex assignments, possibly including negotiations and test drives.

Here’s how to thrive:

Communication: Enhance your communication skills to effectively engage with salespeople and extract key information.
Negotiation Skills: Learn the art of negotiation to judge the salesmanship and deal-making capabilities of the dealership.
Discretion: Maintain a low profile and blend in to prevent your cover from being blown.

Reaching New Heights: Senior Secret Shopper

As a Senior Secret Shopper, you are recognized for your expertise and ability to provide insightful evaluations.

You may lead teams, mentor junior shoppers, and take on assignments requiring deeper analysis.

To excel in this role:

Mentorship: Share your insights and experience to help junior shoppers grow.
Strategic Analysis: Dive deeper into your evaluations to uncover trends and strategic insights.
Team Leadership: Guide your team effectively and ensure high-quality evaluations.

Beyond the Horizon: Lead Shopper and Beyond

Your career progression may lead you to the role of a Lead Shopper, or even a Shopping Program Manager.

These roles involve overseeing large-scale secret shopping programs, strategizing, and making key decisions.

Here’s what to focus on:

Program Management: Develop the skills to manage large-scale shopping programs, ensuring all assignments are conducted effectively.
Strategic Thinking: Contribute to the strategic direction of the secret shopping program.
Innovation: Continue to find innovative ways to improve the secret shopping process and provide valuable insights.

Pinnacle of Success: Director of Secret Shopping

At the highest level, you may become the Director of Secret Shopping.

Here, you will be responsible for shaping the overall strategy of the secret shopping program, making critical decisions, and managing larger teams.

Car Dealership Secret Shopper Salary

Entry-Level Car Dealership Secret Shopper

Median Salary: $30,000 – $40,000 per year
Entry-level secret shoppers typically have 0-2 years of experience and are responsible for assessing customer service quality and compliance with company standards at car dealerships.

Mid-Level Car Dealership Secret Shopper

Median Salary: $40,000 – $60,000 per year
Mid-level secret shoppers have 2-5 years of experience and often take on more complex assignments, involving detailed evaluations of the dealership’s sales process and customer experience.

Senior Car Dealership Secret Shopper

Median Salary: $60,000 – $80,000 per year
Senior secret shoppers possess 5+ years of experience and are responsible for leading and managing teams of secret shoppers, coordinating visits, and providing comprehensive reports to the clients.

Secret Shopper Manager / Quality Control Manager

Median Salary: $70,000 – $90,000+ per year
These roles require significant experience in secret shopping and often involve the management of large teams of secret shoppers, dealing with clients, and ensuring high-quality service delivery.

Director of Quality Assurance / Secret Shopping

Median Salary: $90,000 – $120,000+ per year
These high-level positions require extensive experience in secret shopping and quality assurance. Roles often involve setting and overseeing quality assurance strategies, and ensuring the effective implementation of secret shopping programs.

Car Dealership Secret Shopper Work Environment

Car Dealership Secret Shoppers, also known as mystery shoppers, primarily work in car dealership environments but can also be required to conduct online assessments.

Their work revolves around posing as potential customers to evaluate the dealership’s customer service quality, the salesperson’s knowledge, and the overall buying experience.

The nature of their work demands a great deal of flexibility and adaptability, as they may have to visit different dealerships at varying times of the day or week.

This means their work schedule is often varied and can be adjusted to fit personal needs or preferences.

Car Dealership Secret Shoppers frequently work independently and report to market research companies or directly to the dealership’s management.

Their feedback plays a crucial role in improving customer service standards and refining the sales process.

Given the nature of their role, they may also work in other retail or service environments to provide similar evaluations and feedback.

Some experienced secret shoppers may choose to become independent consultants, offering their expertise to various businesses seeking to improve their customer experience.

FAQs About Becoming a Car Dealership Secret Shopper

What qualifications do I need to become a Car Dealership Secret Shopper?

There are no formal qualifications required to become a Car Dealership Secret Shopper.

However, possessing good observational skills, attention to detail, and the ability to objectively evaluate experiences is crucial.

It could be beneficial if you have a basic understanding of cars and the automotive industry, but it is not mandatory.

You should also have good written communication skills to effectively report your findings.

Do I need to own a car to become a Car Dealership Secret Shopper?

No, owning a car is not a requirement to become a Car Dealership Secret Shopper.

Your role will primarily be to evaluate the car dealership’s customer service, sales tactics, cleanliness, and overall experience.

You will not be required to purchase a car.

Is being a Car Dealership Secret Shopper a full-time job?

In most cases, being a Car Dealership Secret Shopper is a part-time job.

Assignments tend to be sporadic, and the hours are flexible.

It is a role that can be done in conjunction with other jobs or commitments.

However, the number of assignments you get can vary, and in some cases, you may be able to work full-time if you register with multiple mystery shopping companies.

How much can I earn as a Car Dealership Secret Shopper?

The pay for Car Dealership Secret Shoppers can vary greatly depending on the complexity of the assignment, the company you are working for, and the region.

Some assignments may pay a flat fee, while others may reimburse you for any purchases made during the evaluation.

You may also receive bonuses for high-quality reports.

What are the risks associated with being a Car Dealership Secret Shopper?

While being a Car Dealership Secret Shopper is generally safe, there are potential risks.

For example, some scam companies may pose as legitimate secret shopping businesses and ask for upfront payment for registration or training.

It’s important to research any company before signing up and avoid any that ask for upfront fees.

You should also take care to ensure your personal safety during visits, especially when visiting dealerships in unfamiliar areas.

Conclusion

There you have it.

Starting the journey to become a car dealership secret shopper is no small undertaking, but it’s certainly exhilarating.

Equipped with the right skills, observational acuity, and unwavering determination, you’re well on your way to making significant contributions to the auto industry.

Remember, the journey may be demanding, but the experiences are infinitely exciting. Your insights could pave the way to the next big improvement in customer service experiences at car dealerships.

So, take the initial leap. Immerse yourself in understanding dealership operations. Network with industry insiders. And most importantly, never stop honing your observation skills.

Because the automotive world is waiting for the invaluable insights you can provide.

And if you’re seeking personalized guidance on beginning or advancing your career as a car dealership secret shopper, explore our AI Career Path Advisor.

This complimentary tool is designed to provide tailored advice and resources to help you navigate your career path effectively.

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