Oct 01 2008
Watch out for car dealer sales tricks - Emotional response
Any car dealer should be very knowledgeable about the cars they sell but the successful ones use the information selectively. Michael Royce, of BeatTheCarSalesman.com, has sold several million dollars worth of American and import cars and trucks and received numerous dealership honors in Southern California. He says the customer’s emotional state is key to the rep, and that most buyers get a thrill from driving a new car. Ergo, test drive.
Royce also says that special price or clearance sale stickers are like red flags — or red capes — to bulls. “The promise of a bargain price is designed to create a sense of urgency, the feeling that if you don’t grab this special sale price right now, it will forever disappear. Lots of buyers fall for that.”
Other tactics include allowing a customer to take home a car for the night, where they can see it in their driveway or garage. Again, this elicits an emotional response. Even a joke or shared chuckle does more than light up the car dealer’s eyes. He knows he’s got you on his side and the odds of a sale improve.
Advice? “Analytical buyers pay less for their new cars than emotionally-charged buyers,” Royce says.