ARE YOU A FAVOURITE TARGET OF CAR DEALERS?

Through experience, car dealers have learned to identify the types of buyers who are the easiest targets for sales. They have designed track systems to take advantage of the weaknesses of these buyers. (See Fact Sheet #5 and Fact Sheet #6 for related information.)

DO YOU SEE YOURSELF IN THIS LIST?

• People who let their enthusiasm show. It gives control to the seller.
• Anyone who believes a nice person will sell them a car for less. Anyone who equates friendliness with objective, unbiased information.
• People who believe that buying a car is one transaction. It's not. In the most common situation, there are seven profit centres. (See Fact Sheet #3 for related information.)
• People who care about only one aspect of the buying process: payment size, trade-in allowance, the difference between the cost of the old and new.
• People eager to take advantage of a sale. Many car dealers make higher profits at sale times because customers' guards have been psychologically lowered.
• First-time buyers, particularly young buyers. Their enthusiasm and excitement can keep them from thinking straight.
• People who aren't mechanically inclined. Anyone who doesn't know much about cars is likely to feel insecure about buying one.
• People who have been out of the market for a while. If the sticker shock doesn't get them, the new selling techniques will.
• People in a hurry because they must have a car. The dream of every car sales person is to watch a customer arrive in a cab.