Car shopping makes many people uncomfortable. Maybe they feel uncertain because they don’t know much about what’s under the hood, or maybe they just figure that all car dealers are slithering charlatans. But the fact is that, as the customer, you have more power than you probably realize.

Certainly shopping for a new car can be a daunting experience. Even if you know what you want when you walk into the dealership, wading through the arrays of options, packages, and pricing details can be about as enjoyable as a root canal.

But if you begin with the right attitude, you can help protect yourself, and feel less like a manipulated chump and more like a satisfied customer. The whole process is easier if you keep the following points in mind.

1. You Control The Sale

That's right: YOU do. Not them. The salesperson's job is to offer you whatever options they can, with the hope of turning you into a satisfied customer. But the actual power of making choices is all yours.

Your freedom includes the option of deciding not to buy at all. Even if you went into the dealership intending to buy a specific car from the lot, there's no requirement that says you have to follow through with the idea--that is, not until you start signing documents. Which brings us to the next point.

2. Until You Sign, All The Leverage Is Yours

Experienced salespeople know that in any negotiation, the most powerful word is "No." And as the potential buyer, that word belongs entirely to you. All the power is on your side of the scale until the moment you sign the sales agreement.

After you sign, however, your power becomes extremely limited. Your signature creates a binding legal document, and you are obligated to fulfill whatever terms it contains. That's why it's vitally important for you to ensure the terms are clearly understood and in writing beforehand, and that you do not sign anything until you're satisfied with the terms.

3. Don't Fall In Love--Or At Least, Keep Your Love a Secret

It's in your best interest to keep your options open. If you have your heart set on one particular car on the lot, your desire dilutes your power of choice. When you’re hung up on a specific car and are willing to make concessions to get it--if you're willing to pay for unwanted options or make higher payments, for example--then you're shifting the balance of power onto the dealer's side of the scale.

If you've fallen in love with a specific car, don't make the mistake of letting the dealer know it; that's an invitation for them to take advantage of you. Love or no love, separate yourself from your emotions and be willing to walk away if the dealer can't arrange the terms you want.

4. It's Okay To Walk Away, Even If You Don't Have a Good Reason

And remember, until you sign the sales agreement, it’s always okay for you to change your mind. You owe the dealership nothing until you sign. Even if, on your second or third visit, the salesperson says that he’s “worked all week to put your deal together,” that doesn’t mean you “owe” him the sale--it only means that he’s done the job he’s already paid to do.

So it’s okay for you to change your mind and walk away. At that point, some salespeople might try to pressure you by saying that there’s another buyer interested in that same car, implying that it might be “sold out from under you” if you don’t act now. In that case, just say, “Thanks for the warning. I’ll start looking at other dealerships,” and keep walking.

Trustworthy dealerships know that your experience with them will turn into a story that you’re likely to share with everyone who hears about your new car. And they know that if your story has a happy ending, it’s more valuable than any advertising they can buy. So when you go car shopping, remember: the power is all on your side.