According to Ray, most shoppers don’t realize they’re being guided by a script. They just answer honestly, which is exactly what the dealership is counting on. Zach points out that CarEdge has even ...

Buying a car can be confusing and overwhelming, and plenty of dealers earn their bad reps by leveraging that confusion to ...

From the moment you walk into a car dealership, the words you choose can instantly reveal your entire financial ...

When I'm negotiating with a customer, we sometimes get to a point where we just can’t discount the vehicle any more, and I tell them we're already losing money at the price we're giving them. The ...