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IFI Auto, Inc.
PO Box 2543
Palm Beach, FL 33480
(561) 627-2345


Copyright 1999 - 2004
All rights reserved. This site may not be copied or reproduced in any manner without written permission. Pages may be printed for personal use only.

Psychological Warfare

Beating the Enemy with his own weapons

Let's face it we just don't like car salespeople. We get defensive and can act hostile. If we don't we get walked on. Maybe it's the way they act, the lies, the BS, the insulting of our intelligence, the annoying waste of time, or their less than professional mannerisms. In the end we know they will shaft us. The car salesman is our enemy and this is war. If we are going to get a super price, we must be willing to do battle. But is there a better way? Instead of falling for all the BS and getting emotionally involved. Why not stay cool and detached? Why not enjoy the process? Why not use psychological warfare?

When most people enter a dealership they do so from a position of weakness. They are not prepared to understand the deal or the financial aspects. The numbers scare them. Buying a car, spending that much money, doing a big deal is intimidating. They are scared. Wondering if you will get a good deal or get the shaft is on your mind. You feel at the mercy of the salesman, and that is scary for most people. Bottom line, you are operating from a position of fear.

When the salesperson approaches, you become defensive. Even if he were the only honest salesperson in the world and he wanted to give you a great deal, you are full of apprehension and fear. Even if he greets you in a friendly cheerful manner, you are suspicious. Do you get the point? So the saleperson is a jerk. Does that mean you have to be? The best approach is one of intellligence and that includes psycolocical warfare.

If you react to the saleperson in a negative manner, chances are you have lost control. Sure you face getting cheated or paying too much for the car. But reacting with a negative emotion only compounds the issue.

If you are fearful or negative in anyway it will show. You will either be too passive and let the saleperson walk all over you, or you will be hostile and aggressive. If you are negotiating and trying to get the best deal, do you really think those two attitudes are the best approach? Definately not. You need the saleperson to a degree. Why not be nice to him and take advantage of the situation?

Once you get into the process of buying a car you will realize that the saleperson is only a pawn in the game. The person with the real power is the sales manager. They control and dominate the salesmen with an iron fist. For example. If you tell a saleman that you are only looking. He will hound you. Why? What do you think the manager would say if a salesperson gave up on you just because you were looking? He would have a fit! The saleperson would be canned. The fact is, everyone that walks into a dealership is only looking. What choice does the salesperson have except to stick to you like glue and to bug you?

Now do you know why they bother you? They are also in fear. They are in fear that you may walk out the door and buy from the dealer down the street. They are in fear that the salesmanager will give them a if he lets you go without selling a car. The saleperson lives in fear and is motivated by fear and It's the carrot and stick. If he sells he is rewarded. If he blows a deal he is reprimanded and eventually fired.

The salesperson needs to keep you at the dealership at all costs, where they can whittle away at your resistance. If he can't sell you he calls in support including a highly trained and seasoned "closer." A closer is skilled, he is sharp and knows every mental and emotional trick in the book.

Once you realize that the salesperson is only a powerless pawn, you can relax and enjoy the salesprocess. If you know how to handle the saleperson you can utilize the skills and knowledge they have to your advantage. You can play the game without getting bent out of shape. Know that the saleperson is programmed to act in a certain manner and accept it. He will play games with you, play them with him. He will pull out the four squres but you're perpared. He will run back and forth pretending to give you a great deal, when in fact he is only trying to see how much you are willing to pay. So stick to your prices and try to make a deal. Be nice. Be freindly. But don't be gullible, emotional, or anxious. Don't let them take advantage of you.

When you enter the dealership in a freindly manner, calm, cool and composed, when you refuse to act in a negative manner or become angry or hostile, if kinda freaks them out. You beat them psychologically.

After you go through the process with the salesperson, chances are you will finish the final negotiations with either the closer or a salesmanager. Do the same thing. Be calm and cool. Just enjoy the process and remember that you are in charge. They are in more fear than you are. If you don't buy a car you will survive. If they don't sell you a car they have more to lose. There are dealers down the road. So don't be in a hurry. Check out the fact and use the material on this site. Haggling takes time and patience.

If you act like you have all the time in the world you gain the upper hand. If you act like you need a car in a hurry or you are emotional and impatient, you give away your advantage.

Play the game. But put limits on your time. If they walk away from you tell them you are going to another dealer and will come back later. Don't let them waste your time by letting you sit alone. Make sure the salesperson is waiting with you.

The key to winning the psychological games is to stay cool, don't become emotional, don't loose your patience, don't become anxious, don't give in, stick to the numbers that make sense, don't bend to a bad deal, keep negotiating, and be nice. Bargain from a position of strength and confidence, enjoy the process -- it's just a game. You are in a better position than the salesperson or dealer. You can walk away and go to another dealership. They need your deal or they don't eat! Stick to your guns and get your deal you want.

On-line Quotes -- No Haggle Prices -- IFI Discount Buying Club

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Remember, my job is to help you become financially stable, secure and independent. I will do my best , you do your best.

Your author and friend,
Paul Barrett

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IFI Auto, Inc.
PO Box 2543
Palm Beach, FL 33480
(561) 627-2345


Copyright 2003 – All rights reserved. This site may not be copied or reproduced in any manner without written permission. Pages may be printed for personal use only.