In today’s digital age, the role of a car salesman is tougher than ever.
With resources like Carvana and TrueCar at consumers’ fingertips, the once impenetrable wall of dealership tactics is crumbling. These platforms allow buyers to choose from millions of in-stock vehicles, purchase online, and have the car delivered right to their doorstep—all without ever setting foot in a dealership. Knowledge is power, and today’s informed, budget-conscious customers are more likely than ever to drive away with a rock-bottom price, leaving traditional car salespeople scrambling to maintain their edge.
So what exactly are the tricks of the trade that car salespeople would rather you not know? A few candid insiders on Reddit have pulled back the curtain on three key tactics that dealerships often employ to keep control of the deal—and keep you paying more than you might need to.
The Elusive Out-the-Door Price
One of the most frustrating aspects of buying a car in the U.S. is getting a straight answer on the out-the-door (OTD) price. This number includes all fees, taxes, and add-ons, giving you a clear picture of what you’ll actually be paying. So why don’t dealerships like to give it to you upfront?
An Australian Redditor expressed bewilderment over why American dealerships don’t provide OTD prices right away. Many salespeople in the discussion claimed they don’t play games and are happy to share the bottom-line price. However, the reality is more complicated.
The typical sales strategy is designed to get you emotionally invested in a vehicle before discussing numbers. If a salesperson starts by giving you an OTD price and you’re unhappy with it, you’re likely to walk away before forming any attachment to the car. As one Redditor explained, “The typical sales routine is designed to get you hooked on the right car and emotionally invested before talking numbers. If your salesperson starts the conversation with an out-the-door price and you’re unhappy about it, the deal is more likely to fall apart.”
Another commenter, Oppo_GoldMember, who works as a Southwest Audi Associate, shed light on the strategy: “Because you are shopping every store and we know that. I’ll tell you $xx,xxx OTD, and the chances of you taking that number to the other store and saying ‘beat it’ are astronomically high. If I get you in the store and at my desk, the chances of us making a deal go up significantly, and the chances of you walking away to shop drop to very little.”
In other words, they want to establish an emotional connection before discussing price, ensuring that when you finally do get that number, you’re more inclined to stick around and negotiate rather than shop around. But it’s not all about squeezing every last penny out of you—some dealers simply want to spend their time more efficiently, focusing on customers who are serious about buying.
One commenter admitted that they don’t mind sharing their best deal once they know you’re ready to buy: “I’ll give an OTD price all day long. But I’m not going to start negotiating until you’re ready to purchase. I’m not giving you my best price so you can walk down the street to the next dealer and try and work him over too.”
The Power of Online Pricing
In the age of smartphones, walking into a dealership without doing your homework is a thing of the past—and that’s bad news for salespeople. With sites like Autotrader and TrueCar, consumers can easily compare prices and get a sense of what they should be paying before they even set foot in a showroom. This newfound transparency is a car salesman’s worst nightmare.
“As a former car salesman, our greatest fear was your smartphone,” admitted Reddit user Salenth. “If we gave you a number and you had a smartphone in your hand with Autotrader or some other site pulled up, we were neutered.”
Simply put, the internet has leveled the playing field, giving consumers access to the same information that salespeople once held as their trump card. Knowing this, many dealerships try to keep negotiations as opaque as possible, hoping to close the deal before you can pull out your phone and start comparing prices.
The Real Decision-Maker: The Sales Manager
Finally, one of the biggest misconceptions about car buying is the power of the salesperson. While they may seem like the ones in control, the reality is that the real decision-maker is often the sales manager. The salesperson is more of a middleman, relaying information back and forth between you and the person who actually has the authority to approve a deal.
“The sales manager is the person you want to speak to,” Salenth wrote, advising consumers to go straight to the source if they want to get the best deal possible.
Navigating the Showroom
Armed with this knowledge, you can walk into your next car buying experience with confidence. Understand that the OTD price might not be the first thing on the table, but stay firm and focused on getting it as early as possible. Use online resources to your advantage—pull out your smartphone and make sure you’re getting a fair deal. And remember, if you’re serious about buying, don’t be afraid to ask to speak directly with the sales manager.
In the end, the power is shifting from the showroom floor to the buyer. With the right information and a little persistence, you can drive away with the car you want at the price you deserve.
