To be honest, going to a 4S store to buy a car does involve a lot of technology. I think I am pretty good at bargaining, but I feel a little uneasy every time I go to a 4S store. Of course, I don’t always buy a car myself. We are not rich. Sometimes relatives and friends buy cars for me.
Why do you feel uneasy even though you think you are good at bargaining? It’s because the current sales industry is full of tricks. Some sales strategies seem to bring great benefits to customers, but in fact they are just routines. And now, not only cars, but all walks of life are very diligent in sales. Various new terms and new methods are used to form various combinations to target consumers accurately, which is difficult for ordinary people to resist.
This does not mean that we will be fooled, it is not that serious. After all, the merchants are serious businessmen and they also want to sell cars seriously. The problem is that you may spend more than others for the same car. For us Chinese, this is the most intolerable thing. I don’t care if I spend thousands of dollars more, but I really care that I spend thousands of dollars more than others.
Here we have to mention Tesla . Why is a young brand popular with so many people? Apart from its high-tech background and style, its uniform selling price is also a factor that attracts many honest people. Other manufacturers are clamoring for profit concessions and promotions, which sounds a bit like selling in a wet market. And people with some social experience know that the louder they shout, the more ruthless they will be in ruthlessly killing customers.
There are also some advertisements that shout out every day that there are channels that can let you buy cars at a low price. All these excessive sales only scare away those honest people who are not good at talking and do not know how to bargain. They wonder, how much is your price? On the other hand, Tesla’s prices are all clearly marked, and everyone is the same. We are all equal. Even if the price of certain models drops, everyone will suffer together. If the sky falls, as long as everyone is hit, we will not feel particularly painful. And when a raindrop falls from the sky, it only hits me and I feel extremely uncomfortable. This is not meant to be derogatory, it is just the human heart.
So the more you think about and hope for buying a car now, the more pressure you will feel. On the contrary, there are so many people who just want to buy a car that they want, but they don't care. They just swipe their card and drive away after looking at the car. But most of us are not rich, and we can't be so free and easy.
So when buying a car, you should still use some technologies and use some methods. Here I will share with you some of my personal experience and understanding.
1. Check the price online before going to the 4S store
Nowadays, various car portals have the latest preferential policy information for various models, and they will be marked with different color fonts on the model price. This price is generally an official discount and is basically uniform across the country.
Sometimes these discounts are quite large, but the prices of hot-selling models are very strong, and there is not much room for discounts on cheap models, so it is difficult for most people to cut down on the official discounts. After all, there are not enough hot-selling models to sell, so 4S stores don't have to worry about selling, and the prices are naturally tight. And a car that is too cheap originally sells for 35,000, how do you expect others to give you a fraction of the price?
So when you encounter this kind of car, if you urgently need the car, just buy it directly when you encounter the official discount. I think at least half of the consumers make the transaction at this price, so it is not considered a loss.
2. Express purchase intention and attract the other party to speak first.
Many sellers have this feeling: When looking for business, we always feel that people really need our products, and it is difficult to quote them a sufficiently favorable price. Even if you don't buy, I will think that you are too expensive and you can't afford it. Even if I give you a discount, you still won't buy it. However, we try our best to give various discounts to the customers who come to us to sell them. If they don’t buy from us, they will think that they don’t like our products? Is the price not attractive enough?
Although this phenomenon does not necessarily exist in every sales industry, it is generally similar.Therefore, if the other party can contact us first when buying a car, it will be beneficial to us in most cases. At least will give us a slight advantage psychologically.
How do we let sellers contact us? I think the easiest way is the Internet. You must know that almost all car portals cooperate with 4S stores. You click the button on the website to inquire about the lowest price, and then they will ask you to fill in your contact information. After submitting, this information will be fed back to the 4S store, and then they will take the initiative to contact you. There are even some car websites that only require you to register with your mobile phone number, and then a 4S store will call you not long after you browse a certain model.
Although the customers who consult online and come directly to the store are theoretically the same, for now I think the 4S store's attitude towards the former is more subtle, and their willingness to facilitate transactions may be greater. I don’t know if it is true now, but it was like this ten years ago.
3, first impression
You clicked online to inquire about the lowest price, and then the 4S store contacted you to see the car. I think it would be better to drive there at this time.
This is not about trying to impress someone, but about leaving a suitable first impression on the other party. At least I know that I have bought a car, I know a little bit about the routines of 4S stores, I also know a little bit about the parameters and product capabilities of the car, and I am not a car novice who knows nothing and just lets others take advantage of me. This is enough. Some people may say, "Can you drive a car to prove that you are not a novice?" It is indeed not possible, but people may not think so much when they meet for the first time, and when you leave the 4S store, the salesman will usually walk you to the door. At this time, one person drives away by himself, and the other walks to the bus stop. Who do you think the salesman will think is more like a novice in the first impression?
I think this is a psychological thing. The other person will make 90% of your identity when you first meet, and once this positioning is formed, it is difficult to change. Even if the facts change, the other party is still not easy to change psychologically. There is nothing wrong with making a scene for the first time when we meet. This is not about our vanity, but about dealing with this complicated human society.
4. Determine the psychological price
Before going to the 4S store, we need to determine our psychological price. This psychological price is not what we wishfully think, but should be combined with some reference factors. For example, if someone quotes you 80,000 yuan after a discount, and you say my psychological price is 60,000 yuan, they probably won’t even bother to talk to you.
I think that subtracting 3%-5% on the basis of the manufacturer's discount can almost be regarded as our psychological price. 3% off for cars priced under RMB 100,000, and 5% off for cars over RMB 100,000. For example, the official guide price of this car is 23.98, the official discount is 20,000, and the sales quotation is 21.98, then our psychological price is 21.98 × (1-0.05) = 208,800. For example, the official guide price of this car is 56,800 yuan, the official price is reduced by 5,000 yuan, and the 4S price is 51,800 yuan, then our psychological price is 5.18 × (1-0.03) = 50,200 yuan.
5, make more trips
Generally, it is difficult for the other party to give you the lowest price after one or two visits. On the one hand, they are not sure whether you really like this car, and on the other hand, no one is willing to make concessions until the last moment. So when you go there for the first time, don’t hold on to the hope of getting it right in one go, unless you are the boss’s biological father. We can make a few more trips, but it may not have much effect, but every time you enter the store, it stimulates the sales staff's desire to close a deal, and it depends on who shows his trump card first.
6, shop around
If you want to buy a car at the lowest price, then don’t be afraid of trouble. If there are several stores in your city, go to several stores. You can even consult in the next city if conditions permit. Although their quotations are likely to be the same, and some 4S stores may even have the same owner, if the guarantee is not complete, the store will relent. After all, although we cannot study the internal affairs of other stores thoroughly, there is no need to study them, but the possibility of such inconsistent caliber is not impossible. Once any store makes concessions on price, then this is our bargaining chip to go to other stores.
7. Find experienced salespeople.
Find experienced salespeople, don’t look for newbies.Newbies generally have little experience and cannot grasp important nodes. Most of the time they only mechanically copy the sales process trained in the store. They lack effective communication methods. They always use the same few standard polite words and cannot grasp the rhythm. And novices generally don’t have much authority, so it’s more difficult to negotiate prices with them.
Although the veterans are all experienced professionals, their goal is to sell the car and make a deal. These experienced salespeople are better at observing words and emotions, know the rhythm very well, and will make certain concessions at the appropriate nodes to guide us to achieve sales. So we just need to grasp our own psychological price and negotiate with him. Once is not enough, twice is not enough, twice is not enough than three times. When negotiating the price, either quarrel or tell the other party calmly: I just want to get enough discounts. Generally, when an experienced salesperson encounters this kind of customer, he will show you a truly sincere bottom price at the right time.
The above are just some personal experience summaries. There must be some inappropriate or inconsistent with the current market situation. If there is anything wrong, you are welcome to criticize and correct me. You are also welcome to share your valuable experience, so that we can learn and benefit together.
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-