How do you feel about negotiating prices? I know there must be some people who enjoy haggling, but I am among the many who find it stressful. This applies to all sorts of situations, from buying a cheap bracelet in an Istanbul bazaar to buying an apartment to certain business deals. Now I have discovered that I hate it even when I am not directly involved!
Let me explain. A friend, who I will call Consuelo, is buying a car and I have inadvertently turned into her coach. When she started telling me about her last car purchase, which was her first, we both had to laugh about all the things she'd obviously done wrong. And this was over 10 years ago, when the online resources we have now weren't as extensive. She did research car models via Consumer Reports, and went shopping at a time when dealers would be trying to clear the previous year's models off the lot, but then when she was first offered a price and it seemed kind of low enough, she didn't even try to negotiate further, and then she got bamboozled into paying for some additional options and an extended warranty she didn't need.
I have never bought a car myself-- and as a New York City resident, I probably never will-- but of course I got interested in the topic and offered to use my online Consumer Reports access to help her figure things out better this time around. She already had a specific car in mind so I pulled the pricing info that helps you calculate a reasonable target price to bargain towards. It's not just the dealer invoice price-- you have to factor in incentives and dealer holdbacks to calculate how low the dealer can really go and still make a profit of 1-5%. It's great to have this information, but then you can't help worrying that paying anything over that amount means you are being ripped off.
I gave Consuelo all the numbers and talked through all the sorts of approaches that are recommended when dealing with car sales people. Basically, you want to do all your research in advance, know what you want and what you can be flexible about, and have a target price in mind for the car you want. You should make this clear up front and try to set up a bidding war between multiple dealers who have your desired car on the lot and want to unload it. You want to do as much negotiating as possible over the phone, not in the showroom. You have to go to the showroom to test drive the car, but you should make clear that you are still at the stage of testing different models and aren't there to buy right away. Sounds pretty straightforward, right? Well, it's a lot easier in theory than it is in reality!
I went with Consuelo to a dealership to test drive the car she wanted. We walked in without an appointment and were helped by a nice female salesperson who I'll call Debbie. Debbie sat us down while she made a copy of Consuelo's license and got the car ready. (Meanwhile, who knows what else was going on while we waited those few minutes. They might have pulled a credit report on Consuelo, though they aren't supposed to do that.) Then we went out for a drive. Debbie pointed out some nice things about the car but without any sort of hard sell. Somehow we ended up talking about how female car sales people are becoming more common, and how some female customers prefer to deal with women and some men refuse to. She told us she'd only been selling cars for a few months. When we got back to the showroom, Debbie sat us down and showed us a brochure about the latest model of the car, asked what color Consuelo wanted, etc. She wasn't pushy or high pressure, but she gently drew Consuelo into revealing more about her preferences than she should have. Consuelo said she wanted the previous year's model, in a certain configuration, and Debbie started looking in the inventory system for it. She didn't have the exact one in stock but said she could order it easily, with only a $500 deposit. Consuelo was sitting there biting her lip as if she might just do it, and was only reluctant because she hadn't seen the color she liked best in person. I was the one who had to interject that she could just look around a bit more to see if she could see the car elsewhere, and take Debbie's business card and come back later. In my head I was saying "Snap out of it, Consuelo! You're supposed to be playing hardball here!"
Afterwards, we discussed how things had gone. Consuelo liked Debbie and because the dealership was convenient, she wanted to buy the car there. No discussion of price had occurred. I felt like she'd gotten off on the wrong foot-- she'd let Debbie establish a feeling of trust, and she was allowing herself to be influenced by factors less important than getting a good price, although I could understand that there might be enough value to those other factors that she'd compromise on price a little for them. So the next step was searching other nearby dealers' websites to see if we could look at the right car in person, and start getting some price quotes. I already figured that if Debbie had to order the car from another dealer, the price would probably include two dealers' profit instead of just one, and that a dealer with the car in stock would be much more incentivized to make a good deal. Consuelo emailed Debbie and asked what her price for the car would be-- pretty much just like that: "Hi Debbie, what would your price be for the car we discussed?" To me, this was her next mistake-- she should have put it all in context, saying that based on her research, she was looking for a price of $X, and if Debbie could give her a good price, she was ready to buy. But having left it open-ended, of course Debbie came back to her offering a price of only a few hundred dollars under the MSRP. Consuelo forwarded the email to me and said, "This seems high."
I decided to help her a bit more proactively, thinking it might also be a good idea if some searching was done under my name rather than hers. I found the car at another dealer not far away and submitted a request for a quote, and also sent Consuelo a link to yet another dealer who had the car so she could request a quote herself. The dealer she contacted gave her a very good price, only a little bit more than the target price from Consumer Reports, and specified that it included the destination charge, which was around $800. I told Consuelo to verify that they would not be tacking on a bunch of other fees CR warns you about, and meanwhile, she went back to Debbie with the lower quote, adn asked if her price had included the destination charge. Debbie replied that it had-- though I am sure if Consuelo had accepted that price without questioning fees, she would have been told that the destination charge was additional. Debbie did not offer to match the other price, but instead said something cryptic about how she understood that price was important. We weren't sure if she was just saying she couldn't negotiate further or what-- I suspected that she sensed Consuelo wanted to buy the car from her and was not going to give an inch unless she had to. This time, I had to say it out loud: "Consuelo, Debbie is very nice, but she is playing you like a violin. Don't take it personally-- it's her job."
Meanwhile, the other dealership replied that there were no additional fees. It was all sounding good, so Consuelo made an appointment to go in and see the car without asking if any further price reduction was available. The earliest she could get to that dealer was a few days later, and by that time, it turned out the exact car she wanted had been sold and they didn't have another one like it. So much for leverage (especially since Consuelo forgot to ask if that dealer would honor the same price when they offered to order her the same car from somewhere else). Another dealer had a price a little closer to Debbie's, but we were starting to worry that since there had been some big sales over Memorial Day, fewer and fewer examples of the model Consuelo wanted were showing up in the inventory at local dealers. I figured Debbie would be well aware of this, so Consuelo had less and less negotiating power.
Finally, after a couple of phone calls with someone at another dealership who sounded like the stereotypical sleazy car salesman, Consuelo just decided she was sick of the whole thing, and by that point, I really was too! I'd been thinking so much about all these negotiating strategies and trying to help Consuelo get the best possible price, but that seemed to be less and less possible, and the idea that her desired car model would sell out in the meantime was adding a lot of pressure. By this point, we knew she wasn't going to be all that close to the target price CR had fixated us on, so we felt like we were somehow failing at the whole thing and getting screwed. I was trying to be a good adviser and coach, but ended up taking it so personally that I got really anxious on Consuelo's behalf and was having nightmares about car negotiations! Ultimately, Consuelo told me she was just going to write back to Debbie and say she wanted a price $1,000 lower than Debbie's original offer and could she do it or not. I told her to ask for $1,500 lower and that Debbie would then come back to her with the $1,000 lower price-- which was exactly what happened, so Consuelo thanked me for reminding her not to negotiate against herself. The price did end up being a few hundred dollars below invoice, so it wasn't a terrible deal-- it was an average deal, an acceptable deal-- but it was disappointing not to get the very good deal I thought she should aim for. To put this all in perspective, the price range we're talking about between best feasible price and MSRP was about $32,000-$36,000, and Consuelo's paying $34,000-- but even when you're buying a $34,000 car, it's painful to think someone might be cheating you out of $1,000!
Of course agreeing on a price isn't really the end of a car purchase negotiation-- it's just a step along the way. But this post is getting long, so I'll write a sequel soon covering the rest of the process, including negotiating a trade-in allowance and financing. Consuelo hasn't actually gotten the car just yet, so there's plenty that can still go wrong!! And I'm learning a lot from her experiences along the way.
I'd love to learn more from all of you too-- have you bought many cars in your life? what price range? How did you negotiate? Did you find helpful information online? How good a deal did you get?