David Gurdian | Page 7

Robert Katz Indianapolis, IN April 26, 2011 Robert Katz Indianapolis, IN April 26, 2011 Justin Bunte General Manager Ray Skillman Westside Auto Mall 5155 Pike Plaza Indianapolis, In Robert Katz Indianapolis, IN April 26, 2011 Justin Bunte General Manager Ray Skillman Westside Auto Mall 5155 Pike Plaza Indianapolis, In 46254 Dear Mr. Bunte, I am writing to you to bring to your attention the outstanding service of sales consultant David Gurdian. I am a supremely satisfied owner of a 2010 Lancer that I purchased from Ray Skillman Westside Auto Mall, with the invaluable assistance of David Gurdian. I purchased the car back in November 2010 as an early birthday present to myself, and now that my birthday is here, I knew that I must seize the occasion to write a long-overdue letter of thanks to Ray Skillman for two amazing things: first, for enabling me to buy a car that I love, could afford, and at the best price in Indianapolis, and second, for enabling me to navigate the car buying process from the most gracious, informed, helpful, patient, affable -- in a word, the best -- auto sales consultant I have ever encountered or heard about. I make these claims with a high degree of confidence. I can research matters very carefully (I am an attorney and a professor) and I brought all my researching skills to bear on my search for a car. I met and spent significant amounts of time with salepersons and floor managers at virtually every dealership in Indianapolis -- including Andy Mohr, Butler, Carmax, Bob Rohrman, Tutwiler, Woody Sander, and Penske. The differences between my experience with David Gurdian as compared to those other salespersons and dealerships were vast. Dave was far more than a salesperson for me. He was a guide -- a kind of sherpa -- on my quest for the right car. David spent an enormous amount deal of time helping me figure what kind and which model of car that I wanted and needed -- three dozen or so e-mails, several visits, at least a dozen test drives of various cars, and much time on the phone. This was a radically different experience than my encounters with other salespersons, who focused mainly on this or that specific car, and displayed little curiosity as to what I was looking to accomplish in my purchase, and offered no help in refining my preferences or clarifying in my own mind what I could and wanted to accomplish. David was very knowledgeable about every aspect of cars that bore on my decisionmaking and could explain it in a way that was very accessible to this layperson -- including very fine details about the differences of continuously variable transmission, which played an important role in my decision to buy the Lancer. David also found ways to engage my twelve year old son, a budding car aficionado who accompanied me in my car hunt, and made the experience both fun and educational for him. David candidly and fairly explained the pros and cons in buying a car from Skillman versus certain other dealerships. He spot-on-accurate guidance helped me understand the opaque and misleading nature of others’ practices and offers. The contrast between David’s approach to helping car hunters and those of salesmen and male managers at other dealerships is dramatic. Some of those people made me feel that if I asked too many questions, if I probed too deeply, took up too much of their time, they would explode. It was like they were trying to bully me into buying a car from them! If I were an auto sales consultant, I would want to conduct myself just like David did. If I owned an auto dealership, I would want to hire David as my CEO and train all my sales consultant. I can’t imagine ever buying a car for myself or a family member from someone else, and I enthusiastically recommend David to everyone I encounter who is thinking about buying a car. Thank you for taking the time to read my letter, and for making my birthday this year extra special. Best, Rob More

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