People don’t usually read or remember the fine print. Things like “pricegood only on stock No. 3256,” “tax, title and license fee not included” or (^)
“lease acquisition fee and capital cost reduction of $2,387.90 required for$199 payment” just don’t stick in the brain when you see your dream car or (^)
truck at a “too-good-to-be-true” price. Though there are rules governingauto advertising, it can still be hard to drill down enough to get to the
bottom line—especially with lightning-quick TV ads. The Internet hashelped a lot here, as you can take your time to read the fine print.
with you.TIP: Print out any advertisements that apply and bring them^
SALES TACTICS AND TOOLS
The sales process at a dealer—for both new and used cars—is designed,in almost all cases, to both keep you off balance, and give you as little
information as possible until near the sales “close” begins in earnest. Onceyou know all the factors of a deal, it is easy for you to shop it at
competitors. There are two basic sales structures used at dealers to enablethis: the Four Square and Menu-Based Pricing.
THE FOUR SQUARE
The classic is the Four Square; many larger dealer groups have movedaway from it but enough still use it that it is worth covering. The Four
Square actually is based on a turn-of-the-20used to profile schizophrenics; therefore it should come as no surprise thatth Century psychological tool (^)
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