Ramit Sethi explains how dealerships use sensory marketing to manipulate buyers. Shop for cars from home first: gather trade-in numbers, out-the-door prices, financing rates, and warranty details before you walk onto the lot.
One tip I can give you. Don't go to the dealership, guys. Get your trade numbers. Get your out the door numbers on the vehicle you're purchasing. Find out what the financing is going to be for the rate. Find out what your aftermarket warranty is going to be. You can do all of that from home? How do I know? I do it for people every day from Montana, all over the United States. And I get them a better deal than they would have had they walked right into their local dealership. Number one tip, guys. Stay home. Do your car shopping from home.
I'm a fan. I like this guy. And I'm going to tell you why. I did exactly this when I bought a car. Let me explain. You need to understand your own strengths and weaknesses as human beings. When you walk into a dealership with that really good smell, the rubber everywhere. They hand you a cup of coffee and you get these beautiful brochures. And of course, the cars are all gleaming. You are susceptible to marketing, just as I am. We all are. You need to admit it, because as I always say, in order to live a rich life, you have to be honest. Honest with yourself and honest with the people around you. When you walk into a dealership, you are prey. Know that. And do your homework before you walk in the room.
