In this video blog post, I cover the best approach to negotiating a car deal by email. I’ve used this approach personally to purchase new and used cars in the past based on my experience as a former Mercedes Benz car salesman. I believe anyone can use this template to effectively negotiate car deals via email.
There are three essential elements of every email to the car dealer during negotiations:
How to Negotiate Car Price Over Email
1. Establish Objective
Communication via email to car dealers needs to be laser-focused. Often emails are sent to general inboxes that may first touch a secretary and manager before reaching a salesperson. In order to keep everyone on task, your objective as the buyer needs to be laid out clearly.
In order to grab the attention of the salesperson that opens your email, demonstrate that you’re willing to buy in the immediate future. This creates a sense of urgency. Car sales is a month by month business so the sooner you can commit to purchasing today, the more likely they will take your email seriously.
Call out a specific car on their lot that has the year, mileage, and equipment that you want. Include the VIN # to make sure everyone is on the same page about what exactly you want.
2. Cite Alternatives
Your ability to negotiate in life is directly proportional to your ability to walk away. In order to have any leverage in this digital negotiation, you need to cite your alternatives. These alternatives can be a car or two that you would buy (or at the very least pretend to want to buy) in the immediate future. The broader your base of alternatives the better.
Select different comparable models from different manufacturers. This helps prevent the car dealer from keying in on your intent to commit to a single specific car. When a car salesperson knows you want a specific car more than any other alternative (because you’ve told them as much) they feel less compelled to compete on price.
3. Make an Offer
Everything can change once an actual offer is on the table. There’s a big difference between talking about “wiggle room” and lower prices, and putting a bonafide number on the vehicle. Every email should include an offer. Either an initial offer, counter offer, or an offer to keep the deal alive at your rock bottom number.
I’ve captured these three essential elements in an email template below that you can use to start, counter, and finalize car deal negotiations by email:
Car Negotiation Email Template
Hi my name is (First Name Last Name),
I’m considering purchasing a Make Model X this week. I see you have one on your lot with the year, mileage, and equipment I want (VIN #).
I’m considering Make Model X against a Competitor Model Y and a Competitor Model Z I test drove last week. I like those cars but for the right price I’d prefer Make Model X.
I’d like to make an offer to buy your Make Model X contingent upon an inspection. Will you accept $##,### for the vehicle? I can be at your dealership on (day) to finalize the deal.
Again I’m trying to make this purchase this week so I’d appreciate a response as soon as possible.
Thank you for your time,
(First Name Last Name)
(###) ###-####
Other Templates to Negotiate a Car Deal by Email
Another email template can be found at: https://www.findthebestcarprice.com/email-1/
FindtheBestCarPrice.com has sponsored a number of my car negotiation videos on YouTube. They are a great resource for the latest new car incentives.
What else do you need to know about negotiating the best car price?
You don’t know what you don’t know. On my YouTube channel and car blog I’ve created all the self help videos you need to negotiate the best new and used car prices on your own for free.
I recommend the following videos to best negotiate your next new or used car purchase:
#1 Mistake Negotiating Car Price
Can You Afford These Cars? (20/4/10 Rule Examples)
How to Make Lowest Initial Offer in Used Car Negotiation
How to Make Lowest Initial Offer in New Car Negotiation
How to Best Negotiate Used Car Price
How to Best Negotiate New Car Price
How to Best Negotiate a Lease
How to Lease a Car (11 Frequently Asked Questions)
Lease vs Buy a Car
How to Negotiate by Email
Cash Buyers Pay More (What to Say to Save Money)
Online Car Buying (How Much Are You Overpaying?)
The Story of the Biggest Discount I Ever Gave As a Car Salesman
How Much Car Can You Afford? (The #1 Rule to Know)
5 Myths About Buying at the Car Dealership
How to Sell a Car For Sale by Owner
Buying a Car Out of State (4 Things to Know Before You Go)
New vs Used vs Very Used (What’s the Real Cost of Ownership and Best Time to Buy?)
Scotty Kilmer 5 Used Cars You Should Buy
What Happens to Unsold New Cars