Negotiating the price of a car can be either a smooth process or a stressful battle, depending on your approach. While some sources suggest an adversarial relationship between the customer and the salesperson, the ideal outcome is a fair deal for everyone involved.
Some strategies advise withholding information that could weaken your negotiating position. However, truly successful negotiations shouldn’t have a clear “winner.” Instead, both parties should be willing to compromise and find common ground.
Based on experience, a friendly and approachable demeanor is often the best starting point. By this stage, you should have already researched the vehicle you want and determined a fair price, as discussed in Part 1.
Imagine you’re at the dealership, looking at a Ford Fiesta that matches your criteria: the right age, mileage, and color, with a price within £300 of Parkers’ recommended value. A salesperson approaches you, introducing himself as Peter and asking, “What can I do for you?”
How do you respond?
I’ve observed various customer reactions, including:
1. Ignoring the salesperson and continuing to inspect the car. This creates an awkward atmosphere and hinders relationship-building, even though you haven’t revealed any information.
2. Saying, “Nothing, just looking.” This response also establishes an adversarial tone, making it harder to establish rapport.
3. A better approach: “Hi Peter, I’m Graeme Smith. I’m interested in this Fiesta and would like to know more about its history.”
This response is normal, and puts both parties at ease. In my experience, customers who adopt this approach tend to get better deals than those who are overly aggressive and uncooperative.
Stay tuned for Part 3: Agreeing on a Deal!