I’m a Car Salesman: 3 Things About Pricing I Don’t Want Customers To Know
Written by
Dawn Allcot
Edited by
Cory Dudak
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With resources like Carvana and TrueCar — where consumers can choose from millions of in-stock vehicles, buy online and have the vehicle delivered to their driveway — the job of a car salesperson is tougher than ever. Knowledge is power and a knowledgeable, budget-conscious customer is more likely to pay rock-bottom price for their new car.
Salespeople on Reddit shared three things they don’t want customers to know when they walk into the showroom.
Also a car salesman shared six ways you can save at the dealership.
Out-the-Door Price
One Australian Redditor, who seemed baffled by the sales tactics used in American car dealerships, pondering why dealers in the U.S. don’t give an out-the-door (OTD) price. While many salespeople in the thread shared that they don’t play games and always share their bottom-line price, dealers and experienced shoppers explained why many won’t.
“The typical sales routine is designed to get you hooked on the right car and emotionally invested before talking numbers. If your salesperson starts the conversation with an out-the-door price and you’re unhappy about it, the deal is more likely to fall apart,” one Redditor explained.
Oppo_GoldMember, a Southwest Audi Associate, agreed: “Because you are shopping every store and we know that. I’ll tell you $xx,xxx OTD and the chances of you taking that number to the other store and saying ‘beat it’ are astronomically high. If I get you in the store and at my desk, the chances of us making a deal go up significantly and the chances of you walking away to shop drop to very little.”
In other words, they want to form an emotional connection before sharing a price. But holding back on their best offer isn’t only driven by greed. They want to work efficiently, spending more time with customers who are serious about making a purchase.
In fact, some dealers don’t mind sharing their best deal once they know you’re ready to buy. “I’ll give an OTD price all day long. But I’m not going to start negotiating until you’re ready to purchase. I’m not giving you my best price so you can walk down the street to the next dealer and try and work him over too,” another user wrote in the same thread.
Online Price or Prices at Other Dealers
Just as salespeople want to hold back on negotiating, they don’t want you to find pricing elsewhere and use that to gain the upper hand.
“As a former car salesman, our greatest fear was your smartphone. If we gave you a number and you had a smartphone in your hand with Autotrader or some other site pulled up, we were neutered,” Salenth wrote in another Reddit thread.
The Sales Manager Is the Decision Maker
Finally, salespeople don’t want consumers to realize how little power the salesperson really has to get you the best deal. “The sales manager is the person you want to speak to,” Salenth wrote.
Keeping these facts in mind the next time you enter a showroom can help put you in a better position to negotiate and leave with the car you want at the price you want to pay.
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