Reformed “bloodsucking auto salesman” tells all
By David Menzies
If you ask Ray Lopez, he thinks most car salesmen are sleaze balls who use every underhanded tactic and psychological ploy necessary to close the sale and squeeze every last dime out of your pocket. And, hey, as the old saying goes: “Takes one to know one.”
While Ray Lopez has a lot to say about the folks who sell wheels (and its mostly scathing stuff), it’s worth noting that Lopez speaks from a position of authority: he sold cars for 30 years and describes himself as a former “swift-talking bloodsucking auto salesman.”
These days, Lopez is trying his hand as author. His first tell-all book: Inside the Minds of Car Dealers: How to Buy Your Next Car Without Fear.
Lopez says he used to see 240 potential car buyers per month (or 2,800 customers per year.) Since the average person buys a new car about once every five years, Lopez was able to hone his craftiness 14,000 times by the time the average person showed up on the lot.
With such experience under his belt, Lopez says he knew how to overcome objections and how to get the most money from every would-be buyer that walked into the dealership. And that’s exactly what he did – “no matter what the cost,” he says – for the first 18 years of his career.
But one day, Lopez did something completely out of character: he actually cut somebody a fair deal. That act of fairness eventually led Lopez to “take a U-turn in life.” Translation: Lopez went on to spend the latter part of his career working only for reputable, honest dealerships that trained him to treat every customer like a family member.
These days, Lopez says he’s dedicating himself to educating consumers on how to be informed car buyers.
Inside the Minds of Car Dealers describes in detail the “12 crucial dos and don’ts” inherent to buying a car; why a consumer will “always lose” if he shops one dealer against the other; and why you should never mention your Internet-gleaned research.
And ever the salesman, Lopez notes: “Collectively, car dealerships are Wile E. Coyote – and Inside the Minds of Car Dealers is the anvil about to fall on them.”
Click here to search Bing for more information about Inside the Minds of Car Dealers.
Posted by: Skeptic | 2009-11-04 9:59:22 AM
Is he really reformed, or has he just decided that selling a book is more profitable than selling cars? I found it easy to educate myself before buying a car, and there is no lack of free advice available from reputable sources.
Posted by: jim | 2009-11-04 10:03:17 AM
Do you have nothing better to write about than this crap from someone trying to advance himself this way??????????????????????
Posted by: homely p | 2009-11-04 10:33:12 AM
When does 'plugging' a book quailfy as newsworthy, or entertaining, or even informative. This is only a link to buying a book. I expected to read some 'tell all' information.
Posted by: Paul | 2009-11-04 10:43:08 AM
This guy is not a "reformed car salesman", he has just moved on to become a swift-talking , bloodsucking book salesman!!
Most auto salesman are just trying to make a living. Every new car has an MSRP (Manufacturers Suggested Retail Price), usually in the 7 - 15% profit range, depending on the car. The manufacturer will not allow a new car to be sold by a dealership for more than the retail value, especially if it is being financed, which most purchases are. Seldom does a salesman get full MSRP on the sale of a car, because it is so competitive between dealers and almost all buyers know they won't have to pay MSRP. The only wild card is the trade, which most buyers have. Obviously the trade has to be re-sold by the dealer, so they need to get it as low as possible. After all, they are taking the risk that they can re-sell it. This is where the "real" negotiation takes place on a car sale. Why do people love to slam car dealers??
Posted by: Jonesy | 2009-11-04 10:51:55 AM
I agree there are “swift-talking bloodsucking auto salesmen" in the industry. I worked in the automotive sector for 12 years and left once the pressure to "get 'em in the box" proved too much. I had quite a successful career steering and helping people choose the car they wanted to buy, but as dealership networks got bigger and inventories became unacceptibly high, the era of being able to help someone invest their money became as dead as the dodo. Don't get me wrong, there are still some great salespeople out there who care about their customers but you've got to be careful choosing dealerships and sales people who you can forge a long term relationship with. If it wasn't for the people I know, I'd have no idea where to even start looking to buy a car!
Posted by: Bob Dole | 2009-11-04 10:53:51 AM
This is just another scam!
Instead of scamming people buying cars, he is now scamming people with a book. Buy it and he will be laughing at all of you all the way to the bank.
Posted by: Corinne | 2009-11-04 11:39:40 AM
Hello this is 2009! Car sales people especially in a new car department do not "suck the blood" out of their customers. Quite possibley many many years ago, a dealer or salesperson did not treat their customers with respect, however, today is completely different.
If you are buying a car, go to a reputable dealer and you are guaranteed great customer service and value for your money.
As a professional salesperson, I am trying to make a living of course, but I am also trying to make a stressful purchase easier on the any customer that walks through the door.
Maybe if the consumer changed thier preconceived notions about us "car dealers" thier shopping experience would be 100% easier.
Posted by: Josh | 2009-11-04 12:37:51 PM
Wow as the auto sector is trying to pull out of the worst sales year ever you think this is newsworthy ?
I agree with all the previous posts of a bloodsucking book seller. As well in all my years i have never seen a salesman talk to on average of ten potential buyers a day, please check facts before blindly spewing numbers like this.
Why not post good news like auto sales recovering and tax payers may recoup some of the loans lent to the auto companies, now that's news !!
Posted by: Ronald | 2009-11-04 1:16:38 PM
Who cares if he is selling a book? The point is that he IS telling the truth about car salesmen.They are sleaseball maggots,professional liars with NO conscience.Reformed or not,he is telling it like it is.Why didn't he come clean before?..Who cares?? He's coming clean now...so why not be thankful that he is? My ex. brother in law was a car salesman and he was the biggest slease bag I knew.He would brag about how he scammed someone on any given day.Did you know that a $$40,000.00 dollar car is really only worth about $7500.00.
Did you know that the warranty you get is not a warranty?The projected price of future repairs for the vehicle is added onto the selling price.You are paying for the repairs ahead of time.There is no ''warranty''.
I will buy his book.
Posted by: Som | 2009-11-04 1:20:07 PM
That's right guys, jump to conclusions. People can change. Give him a little rope and see what he does with it.
Posted by: All the Same | 2009-11-04 1:31:08 PM
No different than any other Consumer Goods sales person - real estate (really worth 3-6%?), travel, boats, furniture, investment advisers, insurance, home maintenance/repair (electricians, plumbers, heating/air) etc.
Buyer Beware and wary.
Posted by: Stormin1 | 2009-11-04 1:36:14 PM
Ive been in the business 22 years there are good and bad in any industry
Posted by: Gunklik | 2009-11-04 1:42:32 PM
I've been selling cars now for 7 years, nobody got a bad deal. For the most part, this industry is changing for the better. Customer satisfaction is a huge part of training and results in repeat and referral business. I believe a book like this is reduntant and a waste of money.
Posted by: Randy | 2009-11-04 2:45:29 PM
Simple!! Do not buy the book and tell all your friends not to.Thanks
Posted by: todd madill | 2009-11-04 2:57:26 PM
ya, just what I was waiting for, to buy a book writen form a scumb bag who lived his whole life floating in a sea of puss, to read how he ripped off poor innocent hard working people...THINK AGAIN GOOF!! You got balls arse hole
Posted by: Robert Butler | 2009-11-04 3:24:22 PM
What about the concept that profit pays for everything in the world. And when you make more profit you are being a better employee. Walmart charges 50% mark up on a loaf of bread cars have normally 8-10% on new cars. Dealers deserve that much mark up when you take there overhead. Car Dealers are easy the pick on but they actually do discount how many sirvices will give you a better deal than advertised. think about that!
Posted by: William | 2009-11-04 3:39:59 PM
Boy, did this ever backfire! A goofball trying to suck more victims' money by selling a book about how he knows something we don't (gee isnt there an internet out there??), promoted by a 'journalist' writing a book review instead of something we actually care about. Wake up.
Posted by: GLEN | 2009-11-04 3:52:46 PM
MORE LIKE DISRUNTALED CARSALESMAN,UNABLE TO HELP PEOPLE MAKE A GOOD DECISION PURCHASING A VEHICLE! IDIOT!!!
Posted by: Honest Sam Acura | 2009-11-04 4:27:04 PM
O.K ! Ray Lopez..Can you come up with a better "Title of your book"? This title of you book doesn't attractive enough for people to buy rather says something positive toward Car Saleman. This is disrespectfull against among Auto industry both Saleperson and Dealerhips as well. I don't where are you coming from or how well you have being trained for a sale person in the past. This is a reason why you give the Auto business by written a book to make a lving. You have know idea how well educated consumers in today market. I would hope nobody buy yours books. They would only read and don't buy your book when they walk-in a bookstore. Because, you are taking a short-cut to make a living by saying a negative ideas to sell your book. This don't work. It's embrassing to showed your piture on the MSN. I can re-assure you that as soon as I walk in the show room. I would rather look for a diferent saleman. You have a dishonesty look of your facial expression or desperato! L.O.L...:) Good luck to you !
Posted by: Pat MaGroin | 2009-11-04 4:31:27 PM
DAAAH...... A car salesman trying to sell his book...
Come on people GET REAL !!!!