Email Templates In-Person Scripts Counter-Tactics Phrases Cheat Sheet

Email Templates

Why email? Negotiating by email removes the pressure of face-to-face sales tactics. You can compare quotes easily, take your time, and avoid emotional decisions.

Initial Price Quote Request

Send to 3-5 dealerships simultaneously

Subject: Quote Request - [Year] [Make] [Model] [Trim] Hello, I'm in the market for a [Year] [Make] [Model] [Trim] and am requesting price quotes from several dealerships in the area. I'm a serious buyer ready to purchase within the next [timeframe, e.g., "two weeks"]. Specifically, I'm looking for: - Color: [preferred color(s)] - Interior: [leather/cloth, color] - Options: [list any must-have options] I would like your best out-the-door price, including: - Vehicle price - All taxes - All fees (documentation, registration, etc.) - Any dealer-installed accessories Please do not include any optional add-ons like extended warranties, paint protection, or nitrogen tires in the quote. I have pre-approved financing, but I'm happy to consider dealer financing if you can beat my rate of [X]%. I'll be comparing quotes from multiple dealers and will purchase from whoever offers the best overall value. Please respond with your best price by [date]. Thank you, [Your Name] [Your Phone Number]

Counter Offer Email

Use when you have a lower quote from another dealer

Subject: Re: Quote Request - [Year] [Make] [Model] Hi [Salesperson Name], Thank you for your quote of $[their price] out-the-door for the [Year] [Make] [Model]. I've received a lower quote from another dealer in the area for $[lower price] out-the-door on an identical vehicle (same trim, same options). I prefer working with your dealership based on [reviews/location/previous experience], but I'll need you to be competitive on price. Can you match or beat the $[lower price] out-the-door price? If so, I'm ready to come in and complete the purchase this week. Please let me know by [date]. Thank you, [Your Name]

Final Price Confirmation

Before visiting the dealership

Subject: Confirming Purchase Details - [Date/Time] Hi [Salesperson Name], Thank you for working with me on this deal. I'm planning to come in on [date] at [time] to complete the purchase. Before I arrive, I'd like to confirm the following details in writing: Vehicle: [Year] [Make] [Model] [Trim] VIN: [VIN number if known] Stock #: [Stock number] Agreed Out-the-Door Price: $[amount] This includes: - Vehicle price: $[amount] - Tax: $[amount] - Doc fee: $[amount] - Registration: $[amount] - [Any other agreed items] I am NOT purchasing: - Extended warranty - Paint protection - Fabric protection - Nitrogen tires - Any other add-on products Please confirm these details are correct. I'll bring a cashier's check for the full amount when I arrive. Thank you, [Your Name]

Trade-In Discussion (After Price is Set)

Only discuss trade-in after new car price is agreed

Subject: Trade-In Inquiry - Separate from New Car Purchase Hi [Salesperson Name], Now that we've agreed on the price for the new [Make] [Model], I'd like to discuss my trade-in separately. My current vehicle: - [Year] [Make] [Model] [Trim] - Mileage: [miles] - Condition: [Excellent/Good/Fair] - Clean title, no accidents I have a written offer from CarMax for $[amount] and from [Other dealer] for $[amount]. What can you offer for my trade-in? Please note this is a separate transaction from our agreed new car price of $[amount]. Thank you, [Your Name]

In-Person Scripts

Remember: You're under no obligation to buy anything. Stay calm, polite, and be willing to walk away at any point.

When You First Arrive

THEM:

"Welcome! What brings you in today?"

YOU:

"Thanks! I'm looking at the [Make] [Model]. I've done my research and know what I'm looking for. I'd like to see the vehicle first, then discuss pricing."

When They Ask About Monthly Payments

THEM:

"What monthly payment are you comfortable with?"

YOU:

"I'm not focused on monthly payments. I want to negotiate the total out-the-door price first. What's your best price on this vehicle?"

THEM (PUSHBACK):

"I just need to know so I can find the right vehicle for your budget."

YOU:

"I've already identified the vehicle I want. Let's talk about the total price, and I'll handle the financing separately."

When They Ask About Your Trade-In Early

THEM:

"Are you trading in a vehicle today?"

YOU:

"I might, but I'd like to settle on the price of this vehicle first. We can discuss my trade-in after we agree on a price."

When They Pull Out the Four-Square

THEM (drawing four boxes):

"Let me show you how we can structure this deal..."

YOU:

"I appreciate that, but I prefer to keep things simple. Can we just focus on the out-the-door price for now? I'll handle financing and my trade-in separately."

Negotiating the Price

THEM:

"Our best price is $35,000 out the door."

YOU:

"I've done my research, and I've seen similar vehicles selling for around $32,500 out the door at other dealerships. I'm prepared to buy today if you can meet that price."

THEM:

"That's below our cost. The best I can do is $34,000."

YOU:

"I understand. Can you split the difference at $33,250? If so, I'll sign the paperwork today."

When It's Time to Walk Away

YOU:

"It looks like we're too far apart on price. I appreciate your time, but I'm going to continue shopping around. Here's my contact information—please call me if you can get closer to my number."

Then get up, thank them, and leave. Don't look back. If they're going to make a deal, they'll stop you or call within 24-48 hours.

Counter-Tactics: What to Say When...

"This deal is only good today"

RESPOND:

"I don't make major financial decisions under pressure. If this deal isn't available when I come back tomorrow, I'll find another dealership that will honor it."

"Someone else is looking at this car"

RESPOND:

"That's fine—there are other cars and other dealers. I'm not going to rush into a decision."

"Let me check with my manager"

RESPOND:

"Sure, but I have limited time. If we can't reach an agreement in the next 15 minutes, I'll need to leave and think it over."

"That's below our invoice cost"

RESPOND:

"I understand dealers need to make money. But I also know there are holdbacks, incentives, and volume bonuses that don't show on the invoice. My offer is fair based on what others are paying."

"You won't find a better deal anywhere"

RESPOND:

"Maybe, maybe not. I'd like to verify that by shopping around. If you're right, I'll come back."

"Your financing fell through"

RESPOND:

"I'd like to see documentation of the rejection. Also, I have my own financing from [bank/credit union] as a backup. If we can't honor the original terms, I may need to unwind this deal entirely."

"The market adjustment is required"

RESPOND:

"I've found dealers willing to sell at MSRP. If you can't remove the markup, I'll take my business there."

"These add-ons are mandatory"

RESPOND:

"The FTC's CARS Rule prohibits mandatory add-ons. Please remove them from my contract, or I'll file a complaint and take my business elsewhere."

Quick Phrases Cheat Sheet

Phrases to USE

  • "What's your best out-the-door price?"
  • "I have pre-approved financing from my credit union."
  • "I'm comparing quotes from several dealers."
  • "Let's discuss the trade-in separately."
  • "I'm not interested in any add-on products."
  • "I need time to think about this."
  • "Can I see that in writing?"
  • "I'm prepared to buy today if we can agree on price."
  • "I like this car, but I don't love the price."
  • "Please call me if you can do better."

Phrases to AVOID

  • "I can afford $X per month."
  • "I need a car today."
  • "I love this car!"
  • "This is the only car I want."
  • "My credit score is..."
  • "What can you do for me?"
  • "I don't know much about cars."
  • "Whatever you think is fair."
  • "I trust you."
  • "My old car just broke down."

Remember These Key Principles

Be Willing to Walk

Your most powerful tool is the ability to leave. Never feel trapped.

Take Your Time

Never rush a major financial decision. The deal will still be there tomorrow.

Stay Polite but Firm

Being rude doesn't help. Being a pushover doesn't either. Find the balance.

At the dealer? Get help!