Car Shopping Doesn’t Have to be Painful
According to a new study, the internet is making car shopping more efficient. The 2013 Buyer Influence Study revealed that over the last two years, the amount of time consumers spent shopping for a car decreased dramatically, and the percentage of time car shoppers spent online increased substantially. An improving economy and stronger consumer confidence may also be prompting buyers to pull the trigger faster on purchases.
As many of you know this is a topic near and dear to me. Why would you willingly go to a dealership, when you know the salesperson will try all manner of psychological tactics to persuade you to cave in and buy a car right then and there? Did you ever feel confident that you got the best price from the dealer, or did you feel ripped off? I’ve read that most people would rather go to the dentist than go car shopping! However, if you pair internet shopping with a Do-It-Yourself (DIY) Dealer Report®, your efficiency at car shopping multiplies. It increases exponentially when you add in my “negotiator ” service, where I find you the exact car you want at the best price.
Here’s my suggestion:
Go online and pick out the make and models of the cars you are interested in buying/leasing, including all the options you want. Don’t rule out “luxury” cars (Audi, BMW, Mercedes, etc.) if they are your dream cars. Of course, your buying power depends on your credit rating and financial situation, but don’t be discouraged by the prices you see online. I promise you these are not the “best price”. Then order a Do-It-Yourself (DIY) Dealer Report® and see what the price can be. I know you will be pleasantly surprised.
Armed with the Do-It-Yourself (DIY) Dealer Report®, shop for dealers who will give you that bottom-line price or call me to negotiate for you. When you hire me to negotiate for you, I will call every dealer within a 50 mile radius of your home and get back to you with the best deal within 72 hours. I will advocate for you and, believe me, it’s more efficient for me to do this than you!
Having years of experience in this industry, I feel the tide of change in the way car dealers will have to do business in the future. With most people going online to shop, it is going to be very interesting to see how dealers “capture” those buyers who don’t step foot in the showroom and cave into their hard pressure tactics. Imagine a future where car shopping is more fun than going to the dentist!
You Have to Expect it!
After 15+ years in the auto industry I have developed a good sense for when a deal isn’t going to go as smoothly as it should. I can tell when I’m dealing with a sleazy, fast-talking and up-to-no- good salesperson. I’m sure you know what I’m talking about: it’s that image that pops into your head when you think about walking into a car dealership.
Whenever I’m retained for my “Hire the Expert” service, I always try to button up the deal in advance as much as possible. I provide my customers with a signed, completed Buyer’s Order spelling out the exact deal and all terms agreed upon, a copy of the window sticker of the car they’re buying and a set of new insurance cards. I always advise them that if, for any reason, something changes from what’s on the Buyer’s Order or what we have discussed about the deal, they should call me before agreeing to any changes or additional fees. I want to assure my customers that by using my services, all they’ll have to do when their car is ready is go to the dealer, sign the papers and drive their new car home. 95% of the time the process goes smoothly but the other 5%…
About 10 days ago my customer was picking up a new Jeep Grand Cherokee. The Buyer’s Order clearly stated that $2,937.19 down “Includes DMV”. What does “Includes DMV” mean? This means it includes the NYS Inspection, Doc Fee, Tire Fee and fee for either transferring plates or new plates.
Would you believe the dealer tried to get another $200+ out of him on delivery for this stuff?
My customer calls me during the whole fiasco and I tell him to show them the Buyer’s Order and remind them what was included in the deal. As if they had forgotten – right?
After about 20 minutes or so, while the salesperson spoke with the Business Manager who spoke with the Floor Manager who spoke with the Sales Manager who spoke with the General Sales Manager, they agreed the “DMV was included.”
Why would it take that long for the dealer to come up with an answer when it’s printed clearly right on the Buyer’s Order?
The answer is simple: it’s the same reason it takes 1.5 to 5 hours from the time you enter a dealership to test drive a car before you actually get a sky-high quote. They try to wear down your patience – you get to the point where you just don’t want to wait anymore and will agree to pay what they’re asking.
This time “only around $200” was at stake, but it changed the customer’s car-shopping experience from a satisfying one to the common perception people have when they think of car dealers. I am 100% sure, anytime someone mentions buying a new Jeep, the first thing that will pop into this customer’s head will be that extra $200+ the dealer tried to get out of him and the 20+ minutes it took to resolve the issue. How can I be so sure? Because even after all the time spent figuring out that the DMV was included they then took his credit card and charged him the extra $200+ anyway, as if he wouldn’t notice. You have to be kidding me, right? What did the salesperson say after this was brought to his attention?