UNDERSTANDING HOW THE
CAR DEALER NEGOTIATES

NEGOTIATIONS ARE A LITTLE
LIKE PLAYING CHESS; YOU MUST
BE SEVERAL MOVES AHEAD OF
YOUR OPPONENT IF YOU EXPECT
TO WIN.

IF YOU ARE THE SALES MANAGER
AND YOU KNOW HOW MUCH THE
TRADE-IN VEHICLE IS WORTH
WOULD YOU START AT THAT
PRICE?

OF COURSE NOT!
NEITHER DOES THE SALES
MANAGER. NO ONE EXPECTS THE
CUSTOMER TO TAKE THE FIRST
OFFERED FOR A TRADE-IN
VEHICLE.

BUT BELIEVE IT OR NOT
SOME PEOPLE DO.

WHY, BECAUSE THEY DO NOT
KNOW ANY BETTER. I SHOULD
CLARIFY THAT THIS IS A SMALL
PERCENTAGE OF PEOPLE BUT
NONE THE LESS, THEY ARE OUT
THERE.

THIS IS WHY DEALERSHIPS
START REALLY LOW ON YOUR
TRADE-IN VEHICLES VALUE
BECAUSE YOU MIGHT
SAY “OK” I WILL TAKE IT!

THE DEALER WANTS TO WIN THE
NEGOTIATION. THEY MUST LEAVE
ROOM TO NEGOTIATE WITH YOU.