Best Practices: Selling to customers with disabilities
Originally published at www.aiada.org
October 13, 2004
Five years ago, Mary ran marathons and zipped around in a Miata. Now, thanks to the effects of a neurological
disorder, walking is a challenge, and driving her PT Cruiser is a treat reserved for the good days when her
symptoms are manageable. Though she doesn’t yet use a wheelchair, Mary has harsh words for the
automotive industry when it comes to helping disabled customers.
“They know nothing,” she insists. “The dealer led me all over the lot, never slowing down, showing me cars
that weren’t practical. I have trouble with my arms and legs sometimes, so I need something at the right level.
I can’t climb into an SUV and I gave up my sports car on the day I couldn’t climb out of it.”
By practical, Mary means cars that aren’t low to the ground, offer easy access to the front and back seats, and
have a roomy trunk to store her rolling walker. “He knew where to send me if I needed modifications,” she
admits. “But I never asked for that.”
Modifications can make most cars accessible to people with disabilities, and can be as simple as a slide-
board for easy transfer from a wheelchair, or as complex as hand controls installed on a steering wheel or a
custom wheelchair lift that can cost almost as much as the vehicle itself. For those who need them,
modifications are an important link to independence.
“What I really wanted was to be treated like any other customer,” Mary explains, “but with a little
understanding.” So what can dealers do to improve the experience for their customers with disabilities?
- Be kind. Have a number of chairs in the showroom, including chairs with arms and without them. One
customer may need the arms to push himself up if his back or legs are impaired—but another may
not be comfortable in a more confining piece of furniture. Low chairs are often completely inaccessible.
- Make your parking lot accessible. Clearly marked handicap-accessible parking spaces with ample
room for on-board lifts and ramps should be available and reserved for customers with special tags
only. Be certain that curb-cuts are passable and are kept clear of ice and snow in winter. If you are
concerned about the accessibility of your showroom or lot, a number of community agencies that
serve the disabled can visit and advise you.
- Greet customers in wheelchairs just like any other potential buyers—with enthusiasm and respect. If
possible, help these customers from a seated position. Being on the same level physically improves
the negotiation process.
- Pity is inappropriate and unwelcome. So are questions about the buyer’s disability. If he or she
volunteers information, do not respond with “I’m sorry.” It’s fine, at that point, to ask if the customer has
any special needs for the new vehicle.
- Don’t use derogatory terms like handicapped, crippled, or confined to a wheelchair. Remember: the
person is more important than the disability. The person will fall in love with that hot red SUV—so treat
him or her like an active prospect. Show off the engine, kick the tires, and sell the car’s features.
- Recognize that not all disabilities are obvious. It’s easy to tell when a customer is in a wheelchair or is
accompanied by an assistance dog. But other disabilities are often hidden. A customer with heart
disease may look fine, but may need extra assistance. Bottom line: don’t assume.
“I’m a red-blooded American who loves to drive fast just like you do,” says James, who was paralyzed from
the waist down after a diving accident in college. With the top down and my wheelchair folded in the trunk, I
am “normal” behind the wheel. My car represents more than transportation and independence.”
Like many other customers with disabilities, James took advantage of a manufacturer’s special program that
covered a portion of the cost of installing adaptive equipment in his vehicle. In the US, Ford Mobility Motoring
(http://www.mobilitymotoringprogram.com) offers physically disabled customers who are purchasing a new
car up to $1000 for modifications, and up to $200 for alerting devices for the hearing impaired, lumbar seats,
or running boards. GM Mobility offers similar benefits, which are detailed at www.gm.
com/automotive/vehicle_shopping/gm_mobility/fa_gmmrp.html. Chrysler’s Automobility (www.automobility.
daimlerchrysler.com) program also offers up to $1000 for modifications. Toyota’s Mobility Program (www.
toyota.com/html/mobility/index.html ) offers assistance, including extended financing to customers with
vehicles from 2001 to the current model year.
“These programs are a sign that the industry is taking our needs seriously,” says Mary. “With a little more
understanding at the showroom level, even the most disabled buyer will have a better experience, and
ultimately return to buy his next new car.”
