Royal calendar
In this article, let's talk about the price of 4S stores and teach you how to buy a car at the lowest possible price step by step.
Two stages of price negotiation
After understanding the projects with more water in 4S stores and how to reduce information asymmetry, it is necessary to enter the formal bargaining link. When you go to a 4S shop to buy a car, I suggest you use the method of playing hard to get flexibly. Don't make up your mind too quickly, and don't show your attitude too quickly, except for models that are particularly popular and even need to raise prices.
The first "battle"
When I first entered the store, I met the sales consultant for the first time; Generally, at this time, you will probably explore the price, and the sales consultant will also give you a conservative discount amount and invite you to test drive; In marketing, customers are willing to take the time to test drive and understand the vehicle, which can greatly improve the transaction rate. At this time, of course, you can test drive generously to see how the car performs in all aspects, and whether the gearbox, chassis and even seats are comfortable to sit on. Here, you can choose to leave your contact information with the sales consultant and then go home.
After leaving your contact information, the sales consultant will come to you every two days and ask you, "Manager X, what's your idea of buying a car?" You can tell him at this time that I still like this car, but the price is a little unacceptable. Can you make it cheaper? Note that the inquiry here is only a signal to buy a car. Sales consultants cannot and are not allowed to make quotations by phone or WeChat. If you want the lowest price, you can only buy it in the store. After getting your car demand signal, the sales consultant will definitely tell you that there will be a discount, but you need to go to the store to discuss it in detail. Just wait about the same time to get here, and go to the store when you are free.
In the meantime, I suggest you find more stores to ask for prices, or even go to neighboring cities to ask for prices. Generally speaking, the discount range of 4S stores in the same city will not be much different; But there is often a certain gap between different cities, such as Guangzhou and Qingyuan. It is the most basic market law that cities with low sales volume have large discounts and cities with high sales volume have small discounts.
Insert a little knowledge here. In fact, you don't have to pay too much attention to the activities of 4S stores, because activities are the names that merchants come up with to promote sales. What are the 4th, 5th and 20th anniversary of the Group? As long as you buy a car, every day can be an activity. For merchants, holding group buying activities can promote the transaction well through the activity atmosphere and herd effect; In a few cases, it is true that you can get a lower price discount, but it is often more impulsive and difficult to get a lower price because of the promotion of atmosphere and herd effect.
The second "battle"
The second time I entered the store, it was almost time to clinch a deal. Time is also a cost. After mastering the skills of bargaining for buying a car, we strive to get the lowest price after entering the store twice. Getting the lowest price is our core goal, not many psychological games.
When we formally talk about the price, what we have to do is not to reveal our psychological expectations in a hurry. In the price game, the late bidder often takes the initiative. When the sales consultant determines that you can sign the bill and pay the money on the same day, he will slowly hand over the amount of authority in his hand (each sales consultant has different authority to reduce the price according to the level, and the higher the selling price, the higher the commission); At this point, you just need to compare the price he gave with your psychological expectation. When the price begins to approach the reserve price of the sales consultant's authority, the sales consultant will come up with a classic sentence: "Mr. X, I have given you the lowest price here. If you really want it, please help me sign this letter of intent to buy a car, and I will apply to our manager for the lowest price for you. " After this sentence, you just need to wait for the final preferential price, which is basically the average of the lowest price. When the price is right, you can happily pay by credit card and prepare to pick up the car.
Is there any way to bargain further?
As for buying a car, I believe everyone is thinking about giving a dollar less. If the above conventional methods can't meet your expectations of bargaining, then let's take a look at the following methods.
Choose a good day
Choosing a good date here does not mean going to see the solar calendar, but trying to talk about the price after the 25th of the current month or after 1.2 of the first month. For consumers, when to buy a car actually has little effect; But for 4S stores, when to sell cars is a little different.
For 4S stores, the profit points of selling cars come from bicycle profits, insurance/loan rebates and unknown fees, and another important point comes from the sales incentives of the OEM. When the sales volume of the 4S store reaches a certain step value, the OEM will reward the 4S store. It is precisely for this reason that when surprise sales are needed at the end of the month, both sales consultants and 4S stores will try their best to meet your needs in order to get a surprise sale. The same is true of buying a car at the beginning of the month. Generally speaking, the OEM will reward the first order every month, and it is this kind of reward that has become a space for preferential exploration.
Squeeze water from "nothing"
In the last article, we discussed "unnecessary" items, such as financial expenses, PDI testing fees and licensing fees. In the early stage of price negotiation, you can let them indulge in the calculation of these fees first, and then start to consider these fees when all the regular discounts are released and you want to get more discounts.
First of all, the best way is PDI inspection fee, because PDI factory inspection is a necessary clause in the company's articles of association. If the 4S shop closes down because it didn't do PDI inspection and didn't give the car to the customer, the 4S shop will be mainly responsible. Therefore, when the price can't be kept down, we might as well start with the PDI inspection fee.
The other is the financial cost. Generally speaking, we can't directly ask the sales consultant to reduce the financial expenses. But we can "save the country by curve". The specific method is to always talk about the price with the price of the loan. Because the loan has a rebate discount, the price can be lower than the full amount. When the price has been discussed at the end, we may wish to directly change the car purchase plan from loan to full payment; So there is no way to charge financial fees. What if the money is not enough? You can do what 4S stores do. You can consult major banks about the loan, and 4S stores can borrow as much as they can, and there is no handling fee.
It should be noted here that when signing a car purchase contract, it is necessary to pay attention to whether there is an option of not refunding the financial handling fee for the full loan; If there is this option, even if it is converted into full payment, this financial handling fee needs to be given.
Finally, the license fee, which is also one of the more difficult to reduce; Because many 4S stores are not allowed to take it away in naked cars. However, there are no exceptions. As mentioned in the last article, the service fee of the license fee is a bit high, so it is ok to ask for a partial fee reduction. My brother-in-law even gave him a basic fee when he bought a car. Therefore, although the license fee is not easy to reduce, as long as mediation is good, there is still room for discussion.
Gift "appreciation"
Finally, write articles about gifts. Generally speaking, when buying a car, the 4S shop will give a symbolic "X-piece set", which generally includes headrest, foot pad, perfume, steering wheel lock, window film, driving recorder and so on. These gifts often sound famous and have many functions, but their actual value is very low; Take the window film as an example. 4S stores all have fixed movie stores. The cooperative store where I worked before posted a set of film as long as 130 yuan, and the quality was not very good.
Therefore, those gifts can be bought with better quality; As for these things, you can ask the sales consultant a rough price first. If the sales consultant tells you that these things are worth 2000 yuan, that's fine. You can change it to a maintenance bag of the same denomination for me. Compared with those gifts, maintenance is undoubtedly a more cost-effective project.
abstract
To sum up, it is very important to know all the information about the model you want to buy before buying a car. Where is the shop? How about a discount? What are your psychological expectations? Only when you are fully prepared will you not be at a loss. When talking about prices, we should also remember the principle of "Don't reveal your psychological expectations in a hurry". As long as we don't expose our cards, we can mediate with the sales consultant, and the negotiation will be more likely to succeed.
Finally, what are the doorways to buy a car in a 4S shop, and how we as consumers should avoid the pit, that's all. I wish everyone can lift their cars happily.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.