Lisa Copeland's website, buyingcarsherway.com, is aimed squarely at female buyers.
Copeland, managing partner at Fiat of Austin in Texas, lays it on the line when it comes to negotiating tips. She bluntly alerts her readers that, even though dealership sales staff members are trained to assist customers, "realistically, how-ever, this is their livelihood, and they want to make as much money off of you as they can."
The former dealership finance and insurance director also points out that although sales staff members are just doing their jobs, "that does not mean you have to give in."
Here are some of the negotiating tips Copeland offers to consumers:
- "Be yourself. ... Go into the dealership just as you are with no masks or contrived 'tough' personalities."
- "Be prepared." Do your homework. "Decide how much the car is worth and how much you are willing to spend above or below that price."
- "Leave the emotions at home."
- "Don't be afraid" to say no or to walk out and come back or to ask questions.
- ""Do not empathize with the salesperson. He or she may need to sell the car at a higher price to provide for his or her family, but you need to spend as little as possible to provide for you and your own family."