For years, the “shark” culture has ruled the car sales floor. Dealers fought for every cent. However, this method hurts your reputation. Today, women want a partner, not an opponent. Therefore, it is time to change how you negotiate. In fact, a fair deal is your best sales tool.

1. The Death of the “Shark”

Often, sales teams use stalling tactics. They run to the manager to “get a better price.” Unfortunately, this makes the buyer feel like a target. Instead, you should aim for a “partnership” model. Specifically, when a woman feels treated with respect, she trusts you. As a result, she will tell her friends and family about you.

2. The Transparent Script

Next, let’s look at the “Why vs. What” of negotiation. Basically, stop hiding the numbers. When you are open, you build instant trust.

The Old Way (What)The New Way (Why/Transparent)
“Let me talk to my manager to see what I can do.”“Here is the invoice cost. Here is our margin. This is the best price we can offer you today.”
“I can’t go any lower on this price.”“We need this margin to run our shop and pay our team. Let’s look at your budget to see if we can find a better car for your needs.”

By using the second script, you are honest. Consequently, the buyer feels in control. Furthermore, you remove the fear of being “ripped off.”

3. Build a Customer for Life

Finally, negotiation is not the end of the deal. Actually, it is the start of a relationship. When you are fair, you create a “fan.” Moreover, that fan will return for every service and every future trade-in. For more tips on building these relationships, read our guide on after-sales service here.

Also, remember to check your local rules. For example, always follow the Consumer Protection Act guidelines to ensure your deals are legal and fair.

The Bottom Line

Stop the fight. Start the partnership. When you offer a transparent deal, you win the sale and the customer’s trust. In the end, that is how you build a business that lasts.