How to use the net to buy the best car
March 22, 2008The invaluable car site Edmunds.com did the unthinkable recently: It took a fresh-faced reporter and sent him to get a job selling cars. Two jobs, actually: one at a standard high-pressure dealership and one at a more laid-back "no haggle" dealership.
In a gigantic, nine-part series of articles, he wrote about his experiences in the car sales business. If you have a spare hour, try to read the whole thing. It’s remarkably insightful, and you’ll feel differently about car salesmen and the car buying process by the time you get to the end.
The real insights can be found in part nine, when the mysterious writer offers his insights on how you can use his experience, and a little technology, to get the best possible deal when buying a car. Those tips are sort of buried at the end, so I’ll hit the high points (along with some personal advice) for you here. Good luck, car buyers!
The Internet is key
Numerous websites can give you a good sense of what a car should really cost, but visiting sites where you can actually purchase that car (like CarsDirect) will give you a ceiling for prices, above which it makes sense to shop elsewhere. You’d do the same thing if you were buying a TV or a computer, right? If you know you can buy the car for $30,000 online, you’d never pay $32,000 at a dealership… but most people never bother to do their Internet research, even though the stakes are extremely high. Edmunds’ own PowerShopper service can get you quotes directly from dealers without you having to set foot on a lot.
Play dealerships off each other
A car salesman won’t haggle much on the price if you simply say you want the car for less. He will, however, drop his price if you have a cheaper quote on the same car from someone else. You can play numerous dealerships off against one another until no one is willing to go any lower.
Keep your head and take your time
For better or worse, car sales is built around moving inventory as quickly as possible, hence the high pressure tactics you invariably get hit with. Knowing this lets you manage the sales process. "What can I do to get you in a car today?" should never merit a serious response. Always be willing to wait, no matter what your situation is.
Email is good
More and more dealerships are ready for buyers to inquire about cars without even picking up the phone. You can get a dozen quotes on a car in an hour of work by just tapping out a few messages. Salespeople hate this, of course, because not only does it limit their power if you aren’t standing there in front of them, it also ensures you end up with your quote in writing.
Be on your guard for bait-and-switch tactics
It’s sad but true: Deals get "lost" and numbers can get changed when you aren’t looking. A hundred people at a dealership are looking after the bottom line; you’re the only person looking out for yourself, so never let down your guard.
Walk away if you’re uncomfortable
You know how many car dealerships there are out there? Another car is right down the road.
