For many people, buying a new car is one of the most nerve-wracking experiences they can endure. Inexperienced buyers can become easily overwhelmed by high-pressure sales tactics and confusing number crunching, and before they know it, they find themselves driving a car that they’re not sure they even like or can afford.
An added stress is the fact that most folks don’t consider car salespeople a very trustworthy bunch in general. A 2009 Gallup poll found that they rank near the bottom in terms of perceived ethics and honesty—higher than stockbrokers and HMO managers, but lower than members of Congress. Car salespeople use a common set of sales tactics designed to minimize customers’ resistance and maximize their own profits. Being on the lookout for them—and knowing how to turn them around—can make your next car-buying experience much less stressful.
Lowballing
In this dishonest bait-and-switch, one salesperson quotes a price that’s absurdly low. When the customer investigates, another salesperson claims that the original employee either wasn’t authorized to offer such a low price or gave the customer an incorrect figure. In any case, the second salesperson would love to show you something else the dealership has available for only a few thousand dollars more … Some dealerships even run advertisements promising very low prices on last year’s models or cars that have been on the lot for a while, and when the customer arrives, they talk him or her out of those economical loss-leaders and into something more expensive.
How to fight back: If you’re quoted a price that sounds too good to be true, it probably is. If the salesperson won’t sell you the exact advertised car for the price he or she promised you, leave immediately.
“Perfect Timing”
No matter when you visit, somehow you’re always “lucky” to have stopped in that day. Early in the month, perhaps the dealership is “desperate to make up for last month’s lackluster sales.” At the end of the month, it’s “scrambling to reach its sales target.”
How to fight back: This trick makes you feel like you’re doing the dealership a favor by buying now. But even if the employees really are short of their sales goals—which could be true, although you’d never be able to verify it—you don’t owe them anything, and there’s no guarantee that you’re getting an especially good deal.
Saying No to “No”
In any high-stakes sale, good salespeople never give customers the opportunity to say no. They ask, “Do you want leather or cloth interior?” or, “Would you prefer the regular configuration or the sport package?” By getting customers to say yes to little questions, it increases the chance that they’ll say yes to the big question.
How to fight back: Don’t be afraid to say no anytime for any reason, whether you’re rejecting a particular model, the extra undercoating, or the complimentary cup of coffee. Take control of the situation, and assert your preferences in order to resist being led willingly down the “yes” path.
The Rush Job
Car salespeople want to move the customer from hello to handshake as quickly as possible, because they know that the less time the customer has, the less likely he or she is to ask probing questions or have second thoughts. Rushed customers make more impulsive decisions.
How to fight back: Eat before you go to the dealership, don’t schedule appointments back to back, and give yourself plenty of time so that you’re not feeling late or anxious. Bring a list of questions you want answered or features you want to investigate so that you don’t forget any.
Getting Invested
Salespeople want customers to feel invested in the sale and get them attached to the car. They know that test-drives and weekend loans make it more difficult to give the car back afterward. They also try to get you invested in them, telling you about their kid and trying to establish a friendly camaraderie. The more time you spend with a car and the salesperson, the more likely you are to buy, as well as pay more.
