Many people feel that the hardest part of choosing a place to buy a car is knowing who can be trusted, and who will truly give you a good deal on the car you actually want.
In interviewing the owners of ATOP Auto Sales, a dealership I greatly trust, I’ve learned a couple valuable lessons:
1. Advertising- big car places often have big advertising. Whether it’s tv or radio ads, or those fake car keys you get in the mail, these dealerships are pouring money into trying to bring you in. Your money. Who pays for those ads, really? You the customer do, by paying for their extra marketing costs with your car purchase. So save yourself some money by choosing a small used car lot– chances are they don’t advertise, which means that they also haven’t included that extra advertising expense into your sticker price.
2. Opulent buildings- Does the dealership have a fancy building with studded leather furniture for you to wait in while they run your credit history? Again, money for that big building and furniture is coming from somewhere, and if you’re about to buy there, you already know where that “somewhere” is. Save yourself from paying off their exorbitant mortgage for them buy choosing a less impressive car lot. After all, no one ever said car shopping is all about “the experience”- the only thing you want to take with you is the car you love.
Take-away: Unless you plan on the favorite memory of your car being the buying experience itself, you could very well save yourself hundreds, even thousands of dollars on markup by giving the little guys a chance. As an added bonus, you’ll also likely receive more personalized and sincere service from a family-owned business than from a cookie cutter chain.
Shop smart, and good luck out there!
*Special thanks to ATOP Auto Sales in Orem, UT. They’ve been kind enough to share insider knowledge and insights from a business owner’s perspective, and to allow me to publish based on their information. I am not receiving compensation in any form from them, but have chosen to endorse them because of the great experience my wife and I had when we bought our car from them. I can easily recommend them to all!