| In today's competitive market, dealers are looking | | | | salesperson's job is to get as much for the car as |
| for every edge to increase the profit they make | | | | possible while the customers goal is to pay the |
| on each vehicle sold. Trying to up sell and | | | | least amount so you should be getting ready for |
| convince customers that all the extras are good | | | | war. |
| for them allows a dealer to get that little extra | | | | Not all dealers operate in this adversarial manner. |
| that they deserve. But how much profit is fair for | | | | Dealer in particular regions of the country, Audi |
| a dealer to make when they sell a car? | | | | and Honda Dealers operate under a different set |
| With all of the information that is available to the | | | | of rules. These dealer do not view purchasing a |
| average consumer today, they can very easily | | | | car as a game, it is a serious business transaction. |
| figure out what the fair price for a car should be, | | | | Dealers have terms for certain types of |
| but when you listen to what people are saying, | | | | customers such as "Minnie the Moocher" for |
| they seem confused about the car buying | | | | customers who want everything, but are not |
| process. Toyota Dealers believe that negotiating | | | | willing to pay for anything and "I'll Be-back" for the |
| the right price for a car should be easy, and yes, | | | | customer who wants to make multiple visits |
| the dealer should be allowed to make a | | | | before closing the deal. Customers should not |
| reasonable profit. | | | | allow themselves to be rushed. |
| Each customer can pay significantly different | | | | Dealership sales people have known for many |
| prices for the same car, at the same dealer, on | | | | years how to push the buttons that will make |
| the same day, depending on the level of | | | | customers want a car so much that they will be |
| knowledge each customer has of how car pricing | | | | ready to drive it home that very day. They still |
| works. Dealers expect most customers to | | | | know how to get the most of you if you let your |
| negotiate price but unfortunately, negotiating is | | | | guard down. For every dealer, the real money is |
| not the easiest thing to work through. Dealers | | | | made with the back-end charges. With a good |
| seem to be able to quickly spot those customers | | | | salesperson who knows how to sell, customers |
| who are not as good at negotiating well and as | | | | can find themselves paying for extras that they |
| we all know, knowledge is always the key. | | | | may or may not really need, such as an |
| Though the process can be difficult, buying a new | | | | extended warranty, rust-proofing, undercoating, |
| car shouldn't be thought of as a war between | | | | paint sealant, servicing and parts sales - even an |
| customer and dealer. Instead, it's really more like | | | | antitheft system or a power sun roof if they're |
| a game so the sooner customers recognize this, | | | | not in your budget. |
| the sooner they will realize how they can win the | | | | So as many of us have heard time and time |
| game by simply being prepared. Remember, the | | | | again, "Let the buyer beware". |