The Art of the Deal
Dec 24 '99
Purchasing an automobile can be a stressful experience...especially if you are unprepared. If you purchase an automobile on impulse, you are likely to spend more. Automobile Dealers use psychology to convince you to pay more. Knowing a little bit about their secrets will assist you in making a better decision.
Have you ever noticed that dealers will follow you around the lot, pointing out the advantages of this car or that car, will take you on a test drive, whatever it takes....until you ask "how much." Those magic words immediately change the picture. Out on the lot, you are on equal ground. Suddenly you are whisked away to an office, where the salesman sits across a desk from you...why a desk? Well...it is actually designed that way. Normally the person behind a desk is a person in authority over you, a teacher, principal, boss, CEO... By adding the dimension of a desk, the salesperson assumes a position of superiority over you, making you feel subconciously submissive.
Now...the desk acting as a barrier...you finally begin to talk turkey. You are certain of the price you want to pay. The salesperson has two tactics to use. He will either try to talk to you in terms of monthly payments, which are often vague and depend on financing (and may not come in according to his calculations...which he will say is your fault, may because of credit, or because their normal financing company is unavailable). The other trick is to say that they need to get this particular price approved by their supervisor. Then they will let you sit and stew and contemplate. They are using time to their advantage, figuring the more time you have invested, the more willing you are going to be to "close the deal."
When it comes time to close the deal, all of a sudden you are faced with shipping charges, taxes, title, etc. Oh, did we forget to mention that?
HOW DO YOU AVOID THESE TRAPS? First of all, do your research before going out to the lot. Find out what the price range is for the vehicles you are interested in. Try and narrow your choice down to the one car that best suits your needs, so you can be decisive when purchasing time comes. Don't be afraid to shop around. You won't offend a dealership by leaving, and coming back later.
When it comes time to purchase a car that you like find a tactic that you feel comfortable using. Either ask to close the deal out on the lot, which probably won't work or...when you get to the desk, position yourself to the side, stating "it will be easier if I read the paperwork along with you, by facing the same way" This will eliminate the psychological advantage, and will put you more in control. Then state your price. If the salesperson attempts to talk in monthly payments, tell them you are not buying the car monthly, you are buying once, and making monthly payments. Make them sell it at your price. If they state they need to talk to a supervisor, tell them that you want to talk to the supervisor, that you will only purchase the car from the person who can sell it at your price. If they are unwilling to assist you, tell them to have a nice day, you are not interested. You have to be set on YOUR price and YOUR circumstances. If you are not decisive, you will not be successful. If you end up leaving (you won't), you still succeeded in not paying more than you intended. They won't let you leave. If they can sell the car at your price, they will.
Good luck...
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