As an expert in the automotive industry, I have seen firsthand the tactics used by car dealers to make customers wait as long as possible during negotiations. This is a well-known strategy that aims to make customers impatient and more likely to give in to the dealer's demands. However, there are also lesser-known psychological tactics that dealers use to manipulate customers. In this article, I will reveal five of these tactics and provide tips on how to avoid falling victim to them.
The 'If' Strategy
According to LeeAnn Shattuck, creator of The Car Chick TV website, one of the most common tactics used by car dealers is the 'if' strategy.This involves the dealer saying something along the lines of, 'If you don't buy the car today, you'll miss out on a big sale' or 'Someone else is interested in this car, so you need to act fast'. This creates a sense of urgency and pressure for the customer to make a decision quickly. However, this is often just a ploy used by dealers to push customers into making a purchase. In reality, there is rarely a big sale or another interested buyer waiting in the wings. By understanding this tactic, you can avoid feeling pressured and take your time to make an informed decision.
The 'Good Cop, Bad Cop' Routine
Another common tactic used by car dealers is the 'good cop, bad cop' routine.This involves one salesperson playing the role of the 'bad cop', using aggressive and intimidating tactics to pressure the customer into making a purchase. Meanwhile, another salesperson plays the role of the 'good cop', appearing sympathetic and understanding towards the customer's concerns. This routine is designed to make customers feel like they have an ally in the 'good cop' and are more likely to give in to the demands of the 'bad cop'. To avoid falling for this tactic, it's important to remember that both salespeople are ultimately working towards the same goal - to make a sale.
The 'Take Away' Technique
One of the most frustrating tactics used by car dealers is the 'take away' technique. This involves the dealer offering a deal or discount, only to take it away if the customer doesn't agree to certain terms or conditions.For example, a dealer may offer a lower price for a car but only if the customer agrees to purchase additional add-ons or services. This tactic preys on customers' fear of missing out on a good deal. However, it's important to remember that you are in control of your purchase and should not feel pressured into agreeing to something you don't want or need.
The 'Silent Treatment'
Another tactic used by car dealers is the 'silent treatment'. This involves the salesperson remaining silent after presenting an offer, waiting for the customer to break the silence and make a counteroffer. This can be an uncomfortable and awkward situation for customers, who may feel pressured to make a decision quickly. To avoid falling for this tactic, it's important to take your time and carefully consider any offers presented to you.Don't feel pressured to make a decision on the spot - take some time to think it over and come back with a counteroffer if necessary.
The 'Bait and Switch'
The final tactic I will discuss is the 'Bait and Switch'. This involves advertising a car at a low price, only to reveal that it has already been sold when the customer arrives at the dealership. The salesperson will then try to upsell the customer on a more expensive car. This tactic is not only frustrating but also unethical. To avoid falling for the 'bait and switch', always call ahead to confirm the availability of a car before visiting the dealership.If the car has already been sold, don't be afraid to walk away and find another dealership.
How to Avoid Falling Victim to These Tactics
Now that you are aware of some of the psychological tactics used by car dealers, here are some tips to help you avoid falling victim to them:- Do your research beforehand and know what you want and how much you are willing to pay for it.
- Don't be afraid to walk away if you feel pressured or uncomfortable during negotiations.
- Take your time and carefully consider any offers presented to you.
- Don't be afraid to negotiate and make counteroffers.
- Always read the fine print and don't agree to anything you don't want or need.
