Buying a car. You hate doing it. You hate the salesman. You hate the process. You have to do it.
Americans love their cars. They just hate buying them. They despise car salesmen only slightly less than they despise lawyers. Ever since Henry Ford started selling cars the public has had the nagging feeling that buying a car was akin to making a donation to the dealers’ vacation fund. The big smile, the handshake and the “Welcome to our dealership, we’re glad you’re here” is viewed as the wolf licking his lips in anticipation.
No matter what deal is agreed upon the customer still thinks he paid too much. This thought is well founded. The retailing of cars and trucks is a process unto itself. Nothing else sold to the public is processed in quite the same way.
Do We Have A Deal is complete in ten chapters because the industry relies on “the ten steps to the sale”. This book is a unique and fascinating account of why buyers are treated as they are. Many “how to” books have been written about buying a car and beating the dealer at his own game. It can’t be done. The pressures on both sides of the table are described in readable, intriguing detail.