Many of the new car deals and new car sales that happen inside of the dealer showroom
are influenced by how the dealer is able to convince the consumer about the advantages and disadvantages of a particular vehicle.
The consumer psychology
Remember, as a consumer with very superficial knowledge about new car models and the features they have, you are always logically at the mercy of the dealer who can, thanks to his experience and knowledge give you a lot of quality information. In your eyes, he is the person you can trust at that point and therefore it is not surprising that new car deals are swung by dealers such that these deals are very much in their favour more than that of the consumer.
This is not to belittle the efforts of the dealer or paint him to be a manipulator. The point is he is in that profession and will do everything he can to maximise his profits. There are many who also give unbiased information and provide the right type of consultation to consumers to help them decide.
It is however up to the consumers to be smart and clear about what they want or desire in their vehicles if they wish to leave the showroom without a feeling that they have been taken for a ride (pun unintended). Very often you hear of cases about consumers who walked into a showroom having a particular model in mind and drove away a totally different vehicle. In most cases, the consumer would be paying a much higher monthly car finance fee and that happens typically because the sales person has been able to influence the consumer effectively to change his earlier stance or mindset.
Selling tactics by the dealer
The showroom sales person has got targets to achieve and he or she will do their best to ensure that anybody walking into the showroom and showing interest in vehicles are sold aggressively to so as to make that sale. They have been trained to identify types of customer behaviour and are quick to adapt their selling strategies depending on that behaviour.
So what is the strategy you can adopt?
It is essential you enter the showroom with knowledge about the vehicles you have shortlisted. Preferably take along somebody who has a better knowledge about automobiles so that the dealer sales person is not able to have his way.
It is also important that you have an accurate fix about your financial position and just how much farther you can extend yourself when it comes to the monthly car finance payments. Knowing your limits will help you make the most of these new car sales opportunities effectively.