I've never been a car salesperson. But I have been in lubricant sales since May 2002 and some of the dealers with which I work are car salespeople - and have shared details of their sales training. In the military we learn the benefits of 'knowing the enemy' - I'll toss out some thoughts to help as we think about our impending Leaf purchase.
Professional sales folks learn to qualify a potential customer to see if they are good prospect. Once they decide thru their learned dialog that the prospect is good, they slide into a well-practiced process that almost automatically leads to a sale just as a moving sidewalk automatically moves one to the destination. The invisible conveyer belt automatically moves us to the final signature that seals the deal.
The sales person is confident and they assume from the start that they will make the sale. They don't hear objection - it's automatically ignored.
They know that once a prospect answers five questions 'yes' that the next questions to follow are also likely to be 'yes'. They know that one of a human's strong motivators is fear - and fear of loss is used to make a person want something even stronger. (I’m not sure if we have that in blue… John – will you go to the side lot and see if we have any blue Leafs over there? I don’t think we have any more in the back lot…) As your mood sinks and your heart starts to beat faster, you hope and pray that John finds ‘your’ car in the side lot! Your car? How did they do that?!
Sales people know that small sales are much easier to make than a large sale - so don't expect questions like: "do you want the extra mats, stripes, covers, undercoating, and driving shoes for an extra $4000?" But do expect a couple of 'yes' questions that lead up to the benefits of mud flaps - you want them? Excellent! (make an x on the form). Isn't it a beautiful day to drive? Can't you feel the smooth takeoff as you pull out of the parking lot? Yes? Come to think of it - when you pull out, these cargo straps will keep your groceries from rolling around in the back. Oh? You want that too? Excellent choice! (another x on the form). You know, Mr. Smith - you're smarter than the other folks so I'll let you in on a secret. This Scotch Guard normally costs $250 but since I like you I'll take $100 off that price. Yes? Good choice sir! More conversation, more questions, more smiles, more little x's on the form.
Eventually the time with the salesperson ends and you get to wait a bit for the financial advisor to complete the paperwork and call you in. Congratulations on your new car! While the folks finish getting your car ready for you, we have just a couple of things to complete. Here are your terms, just x here and endorse there (they’ll generally not use the word ‘sign’ – mom said not to ‘sign’ anything without reading it, right? We’ll just have you endorse it. Yes – it’s ok.) Here are your title forms – we’ll take care of these so you don’t have to stand in line. You’re welcome – just endorse here please. Ok – here are the final pages – we’ll process the loan and take care of this for you. Thank you very much – here are your keys!
Sometime later you realize that you have mud flaps and cargo straps – where did THOSE come from?! I didn’t buy those! (flip flip flip) Where did those little x’s come from?!
None of us would consider jumping into the middle of a pro-sports game without preparing. Neither should we when buying a car.
Start now while there’s no pressure and lots of time. Learn about leases. Meet with an attorney, accountant, or tax professional and figure out which is best for you and your situation – buy or lease? How long a loan? How much down payment? What are my limits?
These are some of your pre-buy pushups and sit-ups. Remember – you’re going to be up against a well trained and experienced professional using a tried and true process that almost always leads to a sale. Even the brand-new sales folks have been to school to learn a very effective sales proces - have you? You get to play your part in the game! Remember that you have the upper hand – if the process isn’t going the way you want, walk away. Turn the tables and make them sweat – they need the sale more than you want the car. There are other cars and other dealers and they know that! If you take the upper hand early on and stand your ground you’re more likely to walk out with a car on your terms.
Will dealers be allowed to gouge us? Only if we let them! Good hunting, commander!