Things Never To Say To A Dealer

 1. "I'm ready to buy now."

This is an admission of weakness and an invitation for the dealer to throw out a price that's slightly below the manufacturer's suggested retail price (MSRP) to see if you'll take the bait. It shows that you're too eager and willing to consider an offer, and it also gives salespeople the advantage by allowing them to talk you up as opposed to you talking them down. But by adding some very precise parameters, you'll sound confident and strong from the start.

"Don't let them know that you're ready to buy without being very particular. If you're ready, say that you'll buy, but only under these particular conditions," says Gentile.

There are two schools on negotiating. Going into the process, Gentile reminds consumers to be wary of the dealer cost. Consumer Reports has something called wholesale price, which is the normal dealer invoice price minus all relevant rebates and incentives. Similarly, most longstanding price-information services advise buyers to research the dealer invoice, along with any relevant incentives, then make a lowball offer that's maybe just a few hundred dollars above invoice. The dealer will follow your figure with a counteroffer that then allows you to go back and forth until there is a compromise.

Conversely, a second school believes that making the first offer puts the buyer in a weak position. "When you make an offer on a car, you're digging yourself into a hole," says James "Spike" Bragg, a consumer advocate and founder of Fighting Chance, an information service for new-car buyers. "That offer will be as good as it gets. There's so much today in 'under the radar' sales incentives to dealers, you don't want to limit yourself."

According to Bragg, many of the dealer incentives today are awarded on a dealer-by-dealer basis, often handed out for meeting sales targets. Because of this, you can't pin down these incentives on a particular vehicle, and you never know which dealership might be able to provide the better price at a given time.

Bragg's method involves faxing quote requests from several different dealerships and asking them for their best bottom-line price on a particular model. His clients sometimes manage to negotiate prices well below invoice, even considering all published incentives. In this day of increased under-the-radar incentives, this method doesn't limit you to a bottom line and certainly has its merits if you're willing to put in the effort.

On ForbesAutos.com you can pursue both options. On each of our Reviews pages there is a link to detailed MSRP and invoice pricing. Also, if you go to our "Buy a Car" section, you can select a model, configure it how you like and then request a free dealer price quote.

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