Finance and Insurance - The Profit Center
I would like to make myself clear on a few items of interest before I get too deep into the sales processes at any dealership, including: automobile, recreational vehicles, boats, motorcycle, and even furniture or other big ticket items. A business has to turn a fair profit in order to stay in business. I believe that they should make this profit and use it to pay better quality employees a premium wage in order to serve you better. The financial strengths or weaknesses of any business can definitely have a dramatic effect on your customer service and satisfaction. I do not, in any shape or form, wish to hurt a dealerships profitability, as it is essential for his survival. I merely want to advise people how to negotiate a little better in order to make the profit center more balanced.
Let's get right down to this! Every dealership has a finance and insurance department. This department is a huge profit center in any dealership. In some cases, it earns more money than the sale of the automobile itself. Profits are made from many things that most buyers do not understand.
You as a consumer should understand the "flow" of the sales process to understand the profit centers that are ahead of you. Most negotiating from the consumer seems to stop after the original price is negotiated and agreed upon. Let's examine just a small portion of what leads up to that point.
The first thing that every consumer should understand is that when you go to a dealership several things come into play. One of the most important things that I could point out to you is that you are dealing with a business that has been trained to get the most amount of money from you as they can. They are trained and they practice these tactics everyday, day after day, week after week, month after month, and year after year. Let me point out a couple of important facts that I have said in this paragraph. First, you'll notice that I said a dealership and not a salesman and secondly, I emphasized times of day after day, week after week, etc. etc. This was done to let you know that the salesman is working very closely with the sales managers in order to make as much money as he can. Your interests are really not their objective in most cases.
One tactic that is used heavily in the business is that the salesman says he is new to the business. This may be true or not, however; keep in mind that he does not work alone. He is working with store management, who gives him advice on what to say and when to say it. These guys or gals are very well trained on how to overcome every objection that you may have to buying from them. They have been trained in the psychology of the buyer and how to tell what your "hot buttons" are. They listen to things in your conversation that you may say to one another as well as to the salesman. They are trained to tell their desk managers everything that you say and then the desk manager is trained to tell the salesman exactly what and how to answer you. A seasoned salesman does not need as much advice from his desk and may negotiate a little more with you directly without going back and forth.
The process of negotiation begins the moment that you walk into the front door or step foot out of your car and begin to look at vehicles. Different stores display inventory in different ways. This is done for crowd control or more commonly known as "up control". Control is the first step in negotiating with a customer. Ever who asks the questions controls the situation. Let me give you an example: A salesman walks up to you and says "Welcome to ABC motors, my name is Joe, and what is yours?" The salesman has just asked the first question- you answer "My name is George." He then asks you what you are looking for today, or; the famous "Can I help You?" As you can see, step after step, question after question, he leads you down a path that he is trained to do.
Many times a well trained salesperson will not answer your questions directly. In some cases, they only respond to questions with other questions in order to avert the loss of control. An example of this could be something like you asking the salesman if he has this same car with an automatic rather than a stick shift. Two responses could come back to you. One would be yes or no, the other could very well be something along the lines of: 'don't you know how to drive a stick shift?" In the second response the salesman gained more information from you in order to close you. Closing means to overcome every objection and give your customer no way out other than where do I sign. The art of selling truly is a science of well scripted roll playing and rehearsal.
We have established that the negotiating process begins with a series of questions. These questions serve as two main elements of the sales process. First and foremost is to establish rapport and control. The more information that you are willing to share with you salesman in the first few minutes gives him a greater control of the sales process. He has gathered mental notes on our ability to purchase such as whether you have a trade in or not, if you have a down payment, how much can you afford, are you the only decision maker (is there a spouse?), how is your credit, or do you have a payoff on your trade in? These are one of many pieces of information that they collect immediately. Secondly, this information is used to begin a conversation with store management about who the salesman is with, what are they looking for, and what is their ability to purchase. Generally, a sales manager then directs the sales process from his seat in the "tower". A seat that generally overlooks the sales floor or the sales lot. He is kind of like a conductor of an orchestra, seeing all, and hearing all.
I cannot describe the entire sales process with you as this varies from dealer to dealer, however; the basic principals of the sale do not vary too much. Most dealerships get started after a demo or test drive. Usually a salesman gets a sheet of paper out that is called a four square. The four square is normally used to find the customer's "hot points". The four corners of the sheet have the following items addressed, not necessarily in this order. Number one is sales price, number two is trade value, number three is down payment, and number four is monthly payments. The idea here is to reduce three out of the four items and focus on YOUR hot button. Every person settles in on something different. The idea for the salesman is to get you to focus and commit to one or two of the hot buttons without even addressing the other two or three items. When you do settle in on one of the items on the four square, the process of closing you becomes much easier.
One thing to keep in mind is that all four items are usually negotiable and are usually submitted to you the first time in a manner as to maximize the profit that the dealer earns on the deal. Usually the MSRP is listed unless there is a sales price that is advertised (in may cases the vehicle is advertised, but; you are not aware). The trade value is usually first submitted to you as wholesale value. Most dealers request 25-33% down payment. Most monthly payments are inflated using maximum rate. What this all boils down to is that the price is usually always negotiable, the trade in is definitely negotiable, the down payment may be what you choose, and the monthly payment and interest rates are most certainly negotiable. If you do your homework prior to a dealership visit you can go into the negotiation process better armed. You still need to keep two things in mind through this process. The first item is that you are dealing with a sales TEAM that is usually highly skilled and money motivated. The more you pay the more they earn. The second item to remember is that you may have done your homework and think that you are getting a great deal and the dealer is still making a lot of money. The latter part of this statement goes back to the fact that it is essential for a dealer to make a "fair" profit in order to serve you better.
Once your negotiations are somewhat settled, you are then taken to the business or finance department to finalize your paperwork. Keep in mind that this too is another negotiating process. In fact, the finance manager is usually one of the top trained sales associates that definitely knows all the ins and outs of maximizing the dealerships profit. It is in the finance department that many dealers actually earn more than they earned by selling the car, boat, RV, or other large ticket item to you. We will break these profit centers down for you and enlighten you as to how the process usually works. Remember that finance people are more often than not a superior skilled negotiator that is still representing the dealership. It may seem that he or she has your best interests at heart, but; they are still profit centered.
The real problem with finance departments are that the average consumer has just put his or her guard down. They have just negotiated hard for what is assumed to be a good deal. They have taken this deal at full faced value and assume that all negotiations are done. The average consumer doesn't even have an understanding of finances or how the finance department functions. The average consumer nearly "lays down" for anything that the finance manager says. The interest rate is one of the largest profit centers in the finance department. For example, the dealership buys the interest rate from the bank the same way that he buys the car from the manufacturer. He may only have to pay 6% to the bank for a $25,000 loan. He can then charge you 8% for that same $25,000. The dealer is paid on the difference. If this is a five year loan that amount could very well be $2,000. So the dealer makes an additional $2,000 profit on the sale when the bank funds the loan. This is called a rate spread or "reserves". In mortgages, this is disclosed at time of closing on the HUD-1 statement as Yield Spread Premium. This may also be disclosed on the Good Faith Estimate or GFE. You can see why it becomes important to understand bank rates and financing.
Many finance managers use a menu to sell aftermarket products to you. This process is very similar to the four square process that I discussed in the beginning. There are usually items like gap insurance, extended service contracts, paint and fabric guard, as well as many other after market products available from this dealer. The menu again is usually stacked up to be presented to the consumer in a way that the dealer maximizes his profitability if you take the best plan available. The presentation is usually given in a manner in which the dealer wins no matter what options are chosen. With the additional items being pitched to you at closing, your mind becomes less entrenched on the rates and terms and your focus then turns to the after market products. Each aftermarket item can very well make the dealer up to 300-400% over what he pays for these items. Gap coverage for example may cost the dealer $195.00 and is sold to the consumer for $895.00. The $700.00 is pure profit to the dealer and is very rarely negotiated down during this process. The service contract may only cost a dealer $650.00 and is being sold for $2000.00. The difference in these items are pure profit to the dealer. You see, if you only paid $995.00 for the same contract, the dealer still earns $345.00 profit from you and you still have the same coverage that you would have had if you had paid the $2000.00. The same is true for the gap coverage. You are covered the same if you paid $395.00 or $895.00 if the dealers costs are only $195.00. The only difference is the amount of profit that you paid to the dealer. Another huge profit center is paint and fabric protector. In most cases the costs to apply the product are minimal (around $125.00 on average). In many cases the dealer charges you $1200-$1800 for this paint and fabric guard.
As you can see, these products sold in the finance department are huge profit centers and are negotiable. I also have to recommend the value of most all products sold in a finance department. It is in your best interest to get the best coverage possible at the best price possible. Always remember this: The dealer has to make a fair profit to stay in business. It just doesn't have to be all out of your pocket.
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How to Make Your Finances Survive the Credit Crunch
I have put this guide together primarily because I am currently getting a lot of inquiries from people who are feeling the pinch from the credit crunch and they are asking for ways to get through it with the minimum of long term consequences. Now please understand that this is not a quick fix and it does take a lot of hard work and a great deal of sacrifice but if you are prepared for both then this will help. Remember we are a nation of borrowers and not savers and it is for this reason alone that we all find ourselves in this position.
First of all, without casting any aspersions on any particular person it has to be said, that getting your particular financial situation sorted, may be a little like being an alcoholic in so much as the first step is admitting you have a problem. The reason for this is if you can't admit you have a problem you will not be able to properly implement the solution. Before you do anything detailed in this article you have to change the way that you spend. You have to stop spending money other than what you have to spend to survive and meet your obligations for borrowings. It is worth it because once you have come out of this you will be a far better person and you will appreciate money and the things it can do for you far more.
Most people are feeling the credit crunch badly because over the past few years they have spent too much and most of the money that they have spent has come from borrowings. Now in a normal market this kind of practice can be OK. However in this market it is totally unacceptable because borrowing is very tight and if you are able to borrow at all it will be at higher market rates than you would have normally been used to.
So the very first thing you should do is make what is known as an income and expenditure sheet. This will detail all your income such as income from employment any tax benefits and allowances. In addition all your outgoings such as mortgages loans HP and credit card payments fuel costs such as electricity gas, and also food and other expenditure. Things that should be detailed on this list are things you have to pay and not things you don't have to pay such as going on holiday etc. If you follow this plan you will be able to reap the benefits soon enough and mark my words you will appreciate them far more if you do wait as you will be able to fund them without having to resort to debt to cover them.
The next step is to try and reduce some of those outgoings, for example you can look for a remortgage to reduce your mortgage payments. Whilst I would never recommend it, you can always consider changing a repayment mortgage over to interest only until you get yourself back on your feet at which point you can reschedule the payments back to repayment. Better to be able to meet all your outgoings and only pay interest on your mortgage than struggle with a repayment mortgage and start falling behind with other things. The consequence of this is you may not be able to get further borrowings if you start to fall behind with anything at this stage.
You can also look for cheaper credit cards, a lot of credit card companies have put up their interest rates recently. However they are still offering reduced rates for good quality new customers. With that in mind don't stick with your provider if they have decided to rip you off you should have no loyalty there.
You can also consider if the need is great consolidating all your loans onto your mortgage or a secured loan. Now this is never good advice, because consolidating loans and credit cards onto any long term debt will always cost you more as you will be paying for that debt over a longer term. That said it may be your only option to reduce your outgoings to a more affordable level, but I would only consider it if it is the last resort and failure to do it would result in you falling behind, but to reiterate whilst it may be a lot cheaper each month, you will be paying more for your credit over the long term so take this option only if you have to.
Have a look at your utility bills see if there is something you can do to reduce them. Obviously using less power or turn the heating down is always a good start but also get online to see if there is a cheaper supplier for you. This sort of practice can be used for virtually anything and everything you buy so get on the internet and see if you can save some money by just changing who you deal with.
I understand there may be some people out there who have gone beyond the advice I have detailed so far and now I will get to you and what you can do. First of all most peoples biggest problem when they are in a bad situation as far as their finances go is a complete over commitment to debt. I agree that over recent months everything has become more expensive but that said most people would be OK if it wasn't for the debt that they have be it credit card debt car loans HP or mortgages, it has all just become too much I for one recognise that.
The most important thing that you can do when in this situation and normally, it is the last thing anyone actually does, is get in touch with your lenders. That means all of them credit card companies, finance companies and even your mortgage company. One of the biggest issues I have to deal with when helping clients out of situations such as this is the complete lack of contact the lender has had with the client. It is all well and good me speaking to the lenders on the clients behalf but if that is the first call they have had at the end of a long time trying to recover the debt then it rarely goes well.
So start by get all your statements together along with your income and expenditure and get in touch with the lender. Make sure that all your facts are straight be prepared and you should get the result you want. In addition be realistic, if you are supposed to pay the lender 300 per month don't think you will get away with 10 pm . Whatever you do decide to pay them make sure it is a fair distribution between all the lenders of your disposal income, failure to do this will result in them not accepting your proposal, in addition be prepared to tell them what you are paying other lenders so they understand that you are not short changing them.
You will need to explain to them why you are in the situation you are in, above all you will need to make an agreement to pay them something and that is best done from the basis of some sort of calculation, for example get your income and expenditure worked out, tell them what you can afford to give them and why. In addition try and give them some light at the end of the tunnel in so much as a proposal, once you have cleared one of your other debts you can start paying them more. You will find that this approach will make most lenders far more receptive to any deal you offer them. Remember all a lender wants is the prospect of a full repayment and if you can give them the assurance that this is going to happen in time, they will invariably work with you.
So to summarise, you need to change your spending habits, cut your costs down to the bare minimum you can do this by researching the things you have to pay for such as your utility bills etc. Also research you credit cards and loans etc to get your self on the latest best deals. Consider a remortgage or secured loan to consolidate everything. And finally if you are at the last resort get your debts together and start ringing your creditors and making deals with them, but do your homework beforehand. Above all lenders like contact lots of contact ring them before they ring you and you will be better off straight away.
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