Never underestimate a salesman.

In fact, the first thing you must realize and
appreciate is just how well trained most salesmen are. They have books,
classes, sales meetings, videotapes, training seminars, and marketing and
motivation institutes all designed for one purpose: to teach them how to
separate you from your money. A salesman is taught to
understand his customer and to make him want to buy, not tomorrow, but
today. In addition to book and classroom training, a
salesman has day to day practical experience that gives him the
opportunity to put his knowledge to use and practice on real
people. There are also problem solving clinics (usually
sponsored and directed by the factory) in which salesmen from several
dealerships get together and compare notes. Similar to group therapy,
these discussions aim at solving mutual problems experienced by the
participating salesmen regarding their handling of customers and closing
of sales. Even though these salesmen are in direct
competition with each other, they openly share their secrets and tactics,
because the customer is the enemy.

How do you, the customer, stand a chance when you
confront the salesman in a bargaining situation? Begin by
approaching the entire situation with an open mind. Realize that
everything the salesman does, you can do; his tactics and maneuvers
become your tactics and maneuvers.

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