If
You Know Their Rules ...
You Can Play Their Games
A
second reason is that if the sales of a particular model begin
to slump, the manufacturer will often support it with a factory-to-dealer
incentive to help the dealer move the cars. Here's how this
works: Let's say a particular car has a factory invoice of
$18,000 and the MSRP reflects an 18 percent markup at $21,240.
If the dealer has inventory on the lot-inventory that's costing
him interest at the bank-the factory is going to press him
to move product. So they find your name in the file and call
you up. "Okay, " they say, "we can give you
the car at our invoice plus $300. " Expect them to try
to "up" you a few dollars. You want the car, so
you agree. The dealer be losing money, but the facts show
otherwise.the money (be it warranty work or your own cash)
that you spend in the service department over the next several
years. As we said earlier, the bottom line is this: There's
a reason why car dealers live in very nice houses.
Advantage:
women
One of the little-known facts about the car business is that,
according to several research sources, 50 percent of all cars
are purchased by women and that 80 percent of all car purchases
are directly impacted by women. Which is to say that married
men seldom, if ever, buy a car their wives don't like.
Based on these facts, one would assume that car salespeople
would go out of their way to cater to women. Not so. In fact,
in far too many cases salespeople-particularly males, although
female salespeople are also guilty of this-make the assumption
that the woman is:
1. Just looking
2. Not the decision maker
3. Will not be the check signer
4. Will have to get approval from a male- e.g., husband, boyfriend
|
But
Remember... You Pox t ft" to Be One of Those
Reasons Because you used this book, you would have
been aware of the factory-to-dealer incentive (you
would have checked the "Incentive Watch"
in Automotive News), and you would have factored in
the dealer hold-back. When they called you to say
that they were willing to accept your offer, you would
have told the salesperson that your offer was made
on the t7-tie invoice cost, and since the factory-to-dealer
incentive has reduced the cost by $1,000 your offer
is on the, lesser price. Hopefully, this little ploy
on your part would have helped you reopen the negotiation,
which, in turn, might have resulted in an additional
savings.
As
a result, more than a few women leave dealerships feeling
insulted, poorly treated, and determined to spend their
money where they are treated with the respect that every
buyer is due. But this is reality, and while it's just
plain stupid for salespeople to be so myopic, their
insensitivity and ignorance does offer women a rather
unique opportunity. We call it "jujitsu shopping."
As you probably know, the art of jujitsu is based on
using the attacker's force to throw him to the ground
and gain control. In jujitsu shopping, women have the
opportunity to use a salesman's insensitivity to gain
control and throw his profit expectations to the ground. |
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Play
Their Games
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