Best Tricks You Can Use
This chapter will provide you with
techniques that you can use to tilt the negotiations in
your favor.
However, this is not a list of counter-tactics you should
employ against the dealer's tactics. It is useless to list
customer schemes to counter a dealer's schemes, because
it is impossible to trick an experienced professional salesperson
or sales manager. Not only will you lose, but you will be
unable to achieve your primary goal - getting the best deal.
Your goal is not to make enemies. The following techniques
are not designed to beat a dealer at his own game - only
to strike the best deal.
Broken record. Of all the techniques a car buyer can utilize,
this is one of the most effective and easiest to use. Simply
keep repeating yourself incessantly until the dealer gives
in. Wear him out. Continue stating your point of view, and
add a little explanation to give what you say added authority.
This technique is difficult to block, since the buyer can
counter anything the dealer says with his own needs and
demands.
Yes, but... In this method, agree with each of the dealer's
statements, but end with a declaration that emphatically
re-states your needs. Essentially, you continually turn
the conversation back to yourself.
"You have to do better than that." If you reach a deadlock
in your negotiations, keep repeating this phrase. It's an
effective tool, because it forces the salesperson to scramble
to rescue the sale. The salesperson may give concessions
without realizing it. If the salesperson uses this trick
on you by chance, ask him to explain what exactly you must
do "to do better." Insist that he be specific.
"Why won't you let me buy a car today?" This question will
shock the salesperson; it is not something he expects to
hear. Salespeople often think that customers need to be
pushed into deciding to go through with a purchase. They
feel the customer is the only one standing in the way of
a sale. When you shift the blame back to the salesperson,
however, he will become confused. It will be a frustrating
task for the dealership to explain why they won't allow
you to buy a car. Don't use this technique more than one.
It is best used only once as a shocker.
Delay. If you arrived late in the day or at the end of the
month, a dealership's vulnerable days, then delay, delay,
delay. Normally salespeople are the ones who delay in order
to frustrate customers. But in this case, the longer you
keep them, the more they resent being kept after hours,
and the more they speed up the process. Keeping them even
two hours over their normal twelve-hour shifts tries their
patience, especially if you are willing to spend the time
and don't appear to be in a rush. They can't kick you out
of the dealership. They just want to speed up the deal,
even if they don't make as much of a profit as they would
in another situation.
Change of pace. In a typical sale, the salesperson first
focuses on you for a commitment to buy the car, and then
for a price. Try changing the pace. Reverse the roles; force
the salesperson to defend his position. Ask him what it
will take for him to make a deal. Salespeople do not handle
this that well, because they are shoved into a passive role,
and they are stuck defending themselves against a tough
customer who knows the game.
Create tension. Salespeople often generate stress and force
the anxious consumer to find solutions to problems that
they, at times, create out of thin air. When you sense you
are being thrust into this artificial tension, raise the
friction level yourself. This may be difficult for some
buyers to do, but the only other alternate is to give in
to the dealer's demands. Threaten to walk out. Let it be
the dealer who lowers the heat, not you.
Say "no" one more time. When you near the point of agreement,
and the sales manager offers to split the difference, don't
make any sudden moves. Don't grin with relief. Don't wrinkle
your brow, anxious about the dealer's next move. No matter
how you feel about the agreement, remain neutral and reject
his offer one last time to see if the dealer will present
any final concessions before you conclude the deal.
These eight tactics will give you more confidence and bargaining
power, and ensure your success in the bartering game.