Choosing a Pre-Shopping Attitude
One of the elements of your shopping strategy should be the adoption of an attitude designed to help keep the salesperson off balance-and therefore not in control. Here are two attitude strategies that are guaranteed to perplex any salesperson.
1. Indifference or "l Couldn’t Care Less"
Salespeople want you to fall in love with their cars. They want you to salivate and confess that if you don't have this car you may develop terminal warts. Don't ever let the salesperson know that you've fallen in love. In fact, make them think that you could not care less. Your attitude should convey the following message:
"Yes, I'm in the market for- a car, and I'll buyit when Ifind the car and the deal I like.
That could be today; that could be a month from today. Now, if I find it here, great. If not, I'll go somewhere else and, in, fact, I think I would really rather shop somewhere else anyway. "
The idea that you might walk at any minute will make the salesperson work very hard to keep you there. Remember, the more salespeople think that they might lose you as a customer, the greater your opportunity for control.
2. Indecision or “I Can’t Make Up My Mind "
Salespeople like customers who come in, identify a specific vehicle that they'd like to buy, know the options they want, and are prepared to get right to the deal. If there is one customer type that drives them crazy, it's the customer who can't seem to make up his or her mind. Sometimes referred to as "flakes," they jump from one car to another. One minute they say they are going to buy today and then the next they are going to think about it. Even when they sign the buyer's order, there's the fear that they will cancel the deal. Go ahead. Let them call you a "flake" behind your back, but keep them guessing.
When you're ready to buy, let them see a dramatic shift in your attitude: Make it clear that the only way you'll settle on a vehicle is if the salesperson can prove it's a great deal. And you'll know if it's a great deal because you will have done your homework and know exactly what the car has cost the dealer.
Startiay the Process
When you go to the dealership, take your notes. There are two reasons for this: First, they will send a signal to the salesperson that you've done some homework. Second, you don't want to have to depend on your memory when you're working out the deal.When you enter the dealership, wait to be greeted. Let the salesperson initiate the conversation and use this opportunity to assess the type of person with whom you're dealing. Does the salesperson seem in a hurry, interested, laid back, or what? When asked what you're looking for, make it clear that you have a good idea of which vehicle you're interested in buying, but let the salesperson "sell it to you." Don't. jump to the close unless you've decided on the tactic in which you announce that you know what you want and you're giving the dealership one and only one opportunity to bid for your business. This tactic is usually more beneficial when you're "shopping the price" given you by the first dealership-the one where you'd prefer to do business.
What Informaion to provide
The only thing that you want the salesperson to know at this point in J is your name, what you're looking for, a price range that is innflated by 15 to 20 percent over what you actually plan to spend, and - fact that you are in the market "now" and plan to buy "soon." This will establish you as a buyer and someone deserving of their attention.Don't reveal anything about how you plan to pay, i.e., cash, inance, or lease. When asked questions relating to the method of payment, respond by saying that you really haven't decided yet. When asked if you plan to trade your car, respond by saying that you're not "I may keep it, or sell it myself ... or maybe I'll trade it in. At, %.s point, I'm really only interested in seeing if your car meets my needs. "The message you're delivering is: "Sell me the car first, then we'll ilk about trades and financing." If the salesperson persists with uestions related to how you plan to finance and whether you plan to trade, make it very clear that you first have to decide on the car and - aen decide if you want to buy it at this dealership.
Me Presentation and Demo Drive
insist on a full presentation and then a demo drive. There are two reasons for demanding these. First, you want to be sure that this is in fact the car or pickup that you want to buy and that it does meet your needs. Second, the more time a salesperson invests in you, the more anxious they're going to be to realize a financial return on the invested time.You should know that while the sales manager insists that the salespeople grind for every nickel of profit, salespeople will, in turn, grind the sales manager to give a little so as not to lose the deal and the commission. If you walk, you're out some time, but the salesperson is out both time and commission.
