When you seize and retain control of the car-buying process, you retain control of your money.

But if you let your guard down and lose control, and you can, you're shark bait. You may as well jump in the ocean with a side of beef tied around your neck and wait for Jaws to show up. You're toast, my friend.

As such, and because the dealership recognizes this fact, gaining control over the Salesman vs. Customer showdown is the first thing a salesman tries to accomplish.

Managers like to think of this as leadership ... the salesman greets the customer on the lot, acts friendly, and then leads the customer through the process, i.e., takes as much of his money as possible.

Many customers believe they assert control when they announce to the salesman that they only have a certain amount of money to spend, or a specific budget that cannot be exceeded.

Customers mistakenly believe that this tactic somehow limits the amount of control a salesman has which, of course, is untrue.

Salesmen are trained to assume command, to lead, no matter what the circumstance.

Salesmen are used to being in charge.

You are, after all, at their place of business, looking at their cars, relying on their expertise, and therefore at their mercy.

Salesmen are taught that there are ten steps to a sale. It is no small wonder then that salesmen are accustomed to being followed from the first meeting to the point where you drive away, happy with your purchase.

Control is a funny thing ... you can lose it and regain it, then lose it again. You need to be aware of exactly what's happening because the balance of power and control can shift back and forth.

For example:

The salesman asks: "What kind of budget are you working with? How much you plan to spend every month?" <Salesman in control>

The customer responds: "We haven't decided." <Customer seizes control back from the salesman>

The salesman continues: "OK, you don't know exactly how much. That's no problem. But you must have an idea, right? Between what and what? $300 and $400 a month?" <Salesman tries to regain control>

That's how quickly the control can shift back and forth. The salesman will not let up or take no for an answer.

Trying to seize control is not a random scenario. It is not accidental. I have watched otherwise intelligent people lose control of the sales process in a matter of seconds. I have stood by at a distance and watched events unfold. I could tell what was going on just by the body language.

The salesman had made friends with the customers, and therefore seized control.

And then he brought the customers to the point where they started to feel sorry for him because the poor guy had to walk all the way across the showroom and slug it out with that nasty old sales manager. Not once, but twice!

This is utter nonsense!

If you feel sorry for car salesmen, well stop it!

The only person you should feel sorry for is yourself!

You're the one who's fighting for your life in a rigged game.

The salesman, who can act as well as anyone in Hollywood, knows how to make you feel sorry for him.

He'll tell you how hard he's working for you, how hard he had to fight with the manager to get you the right price, and all that.

He wants to make you feel guilty for trying to save money.

In other words, the salesman wants you to feel guilty for not paying the price he wants you to pay, but will show no guilt or remorse if it means that you overpay.

Do you see something wrong here? Damn right, you do.

Always remember that salesmen will capitalize on your sense of discomfort and anxiety.

Most people want the car buying process to be as painless as possible.

They want to get it over with. Believe me, that's what the salesman expects.

The sooner you fall into lock step with the almighty system, and pay far more than you have to, the sooner the salesman can put you behind the wheel and wave at you as you drive away, headed for highway.

The process, from beginning to end, is a war-like battle of wits between you and the car salesman. It's a series of maneuvers ... each one designed to box you into making an affirmative car buying decision.

Closing the doors behind you

Salesmen refer to the maneuvers as "closing the doors" behind a customer, which eliminates the objections to the sale, and which, therefore, secures the sale.

To accomplish their goal, salesmen will often use something we discussed earlier ... the "If I can" approach.

They will say things like ...

"If I can get the manager to fix all the scratches, will you buy the car today?"

"If I can convince the manager to drop the price another $400, will you buy the car today?"

As long as you keep saying yes, the salesman will keep on selling.

But notice how the salesman phrases the question:

If I can....

If I manage to....

If I am able to....

If I succeed at....

Sentences that begin with "If I" always end the same way ... they end with "will you <blank>?"

The salesman is trying to get a concession from you without giving up anything in return.

He's closing the doors around you and before you know it, you're buying the car.

However, if you know in advance what the maneuvers will be and how to deflect them, you'll be able to remain in control of the process.

Control..... once you lose it, you're shark bait!

When you understand that this is true, that the salesman seeks to gain control, you will then accept why there is nothing any more important to the process than you retaining control.

That's what this is all about ... to teach you how to tip the balance of power in your favor so that when you advance through the system, you will do so on your terms and when you do buy a car, it will be at your price.

But there is no quick and easy method if you want to save money.

You will invest some time preparing for the ultimate showdown at the salesman's desk but the result is well worth the effort.

Lights, Camera, Action!

As we have discussed, car salesmen can act as well as anyone in Hollywood. But in order for a salesman to strut his stuff, he needs an audience.

That audience is you.

Although you won't notice any difference in his personality because you only know him from the dealership, just remember that a salesman starts acting as soon as he sees you. To him you're just another UP to control and from whom to collect a commission.

The selling system is time-tested and very effective ... and it is necessary. In order to buy a car, you have to complete the journey from "just looking" to "I'll take it." But don't worry, you will play the game and win.

The act I mentioned begins the moment the salesman approaches you. He smiles and tries to appear as non- intimidating as possible.

You see, he wants to be your friend.

He needs to be your friend because he knows that customers do not buy cars from dealerships, they buy them from salesmen!

Next hub: The salesman's battle plan