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Negotiating with Auto Dealers

Negotiating with Auto Dealers. Ploys, Dirty Tricks, And Sneaky Stuff Auto Dealers Do To Media Reps. John Potter VP/Director RAB Radio Training Academy jpotter@rab.com. Negotiation. Negotiation: A Way of Life. Dealers are well practiced at negotiating

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Negotiating with Auto Dealers

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  1. Negotiating with Auto Dealers Ploys, Dirty Tricks, And Sneaky Stuff Auto Dealers Do To Media Reps John Potter VP/Director RAB Radio Training Academy jpotter@rab.com Negotiation

  2. Negotiation: A Way of Life • Dealers are well practiced at negotiating • They have developed techniques with customers • They use these techniques when making purchases of advertising Negotiation

  3. Ploys, Dirty Tricks, And Sneaky Stuff Auto Dealers Do To Media Reps

  4. Definition: Negotiation To come to agreement… Negotiation

  5. First Step Determine the situation • Selling “The seller wants to sell more than the buyer wants to buy” • Negotiating “The buyer wants to buy as much as the seller wants to sell” Negotiation

  6. Second Step Determine options Exercise: Your rate for mornings is $100. The client wants to pay $70. What do you say? • Give and Take • Quid Pro Quo • Trade! Never give a concession without getting something in return. • Get everything on the table before any concessions • Lock-down Negotiation

  7. Principles: Time and Information • Time is power • Creates stress • Causes mistakes in judgment • Slow down • Ask questions • Take a break • Information is power • Dealers share little information (true information) • Gather information in advance Negotiation

  8. Principle: Neutrality • Maintain the appearance of neutrality • Both parties must feel satisfied • Calm, friendly, and smile • Win-win Negotiation

  9. Principle: Decision Maker ONLY • Always best to deal with the decision maker • More important than ever in negotiation • Hidden decision-makers start at your already low negotiated deal Negotiation

  10. Principle: Be Prepared To Walk Herb Cohen: • “Care” • “But not that much.” • Shows we are at the bottom Negotiation

  11. Principle: Let Them Win • Once our goal is accomplished, leave • Always let them feel they won Negotiation

  12. Principle: Be Prepared Negotiation

  13. Dealer Negotiating Tactics • Big bait • Escalation • Crunch (time crunch) • Cherry pick • Deliver garbage • Change the pace • Nibble • Flinch • Good guy/bad guy Negotiation

  14. Exercise: Case Study Trader Bud’s Negotiation

  15. Exercise: Case Study Dealin’ Dave Negotiation

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