Last night I got a phone call from a friend asking what I have been asked by hundreds of friends and neighbors: I want to buy a car this weekend, so what do I do? Having worked in automotive advertising for the last five years, I hear this question a lot. I thought it would make a good post for the Gazette.com’s automotive page.

This is what I told him.

Research, Research, Research

First decide what kind of car you want and how much you want to spend. Arrange financing ahead of time. There is nothing more disappointing than finding the car of your dreams and not being able to qualify for it. Call your credit union or bank and get pre-qualified. These quotes last up to a month, so there is no rush to buy the car.

Do not get locked into one type of car:

The auto industry, like any other, is based on supply and demand. If you must have that Honda Civic when supply is low, you will pay too much. Be flexible.

If you are looking at Civics, consider the Nissan Maxima, Toyota Corolla, or Mazda 3. If you want a Tacoma, also look at the F150 and Silverado. All cars are not the same, but you should not be fixated on one car if you want the best deal. Research all types of cars taking into account pricing and industry ratings. There are great research sites for comparing vehicles. Edmunds.com is my favorite.

Price should not be the only factor

Everyone wants the best deal. So do I. But lowest price doesn’t always mean best car. Certified used vehicles are a great example. Dealers have to pay the manufacturer money to certify their vehicle so they inherently cost more. They also come with warranties, lower interest rates, and peace of mind. This is not an endorsement for certified used cars but merely an example of why a better vehicle may cost more. Leather cost more than fabric, a Bose stereo is more than a standard, and if that dealer had to buy new tires, the cost is passed on to you. You, however, will not have to buy new tires in a month. Factor in these things when shopping.

Look at more than one car

Once you decide which vehicle you want, look through advertising to find specific vehicles that interest you. Do not drive up and down dealer row looking for that car. If you want new, believe it or not, the newspaper is still the best place to find the latest local specials on new cars. You’ll find interest rates, dealer incentives, and so forth. If it is not in the paper, consult the manufacturer’s website. For used cars, go online. Check out the Gazette.com’s automotive page, www.springswheels.com (shameless plug). Find at least three cars that you like, print out the details, and hit the road.

Pound the pavement

Physically look at more than one car. Go to the car you might like the most first, but don’t rule out the other three ads you printed. And don’t rule out a car if it is more than the others. Maybe it is worth more. If it isn’t, show the dealer the other ads you printed out and ask him to match it. You may be surprised when he does. Keep in mind that he is under no obligation to match another dealer’s price. The dealer owns the car and can charge whatever he wants. If he can provide a valid reason for charging more, than allow him to do so. If he cannot, walk away. But don’t automatically mistrust dealers because he sells cars for a living.

After driving all three cars, decide which one you like best. Find out what each car will be OUT THE DOOR!! Tax, title, and licensing fees are standard across the industry. Dealer Handling Fees are not. Some charge $299. Some charge $999. Find out what that fee is. If the car is $300 less but the dealer handling fee is $500 more, you did not save money. Make this part of your decision.

Buy the Car

Once you know what you want, begin the negotiation. If the car is more, show the dealer ads for similar cars (ie same make, model, year, equipment, mileage,) and ask them to match it. Keep this within 100 miles. Do not show the dealer a car in California that is $500 less than theirs. They will not like it and it makes you look dumb. They will tell you to go to California and buy the car. If the dealer will not match, then decide if the car is worth more money, or buy choice number two. Often, the car is already a great deal. No negotiation necessary. Buy it.

The oldest trick in the book

The oldest trick in the book is to bring in a cashiers check for $200 dollars less than the out the door advertised price. If this works, great, but don’t be surprised if it doesn’t.

Dealer financing

There is a great misconception about dealer financing. It is not always best to finance the car through your own bank. In most cases the dealer can get you a better interest rate than your bank due to their high volume of loans. This will save you money, and the dealer makes a couple hundred bucks more on the side. It is a win, win. You can also use this as a negotiation tool. I know a lot of dealers who will cut you a break on the price of the car if you finance through them. Listen to them, and decide what is best for you.

Private sellers

Many people only buy from private sellers. This is a mistake. Do not assume you are getting a deal or can trust someone because they are not a dealer. Private sellers see what the cars are going for online or in the paper and match those prices. They do not, however, send that car through their shop to ensure nothing is wrong with it. They do not provide warranties, new tires, detailing, etc. What you see is what you get. I am not saying do not buy from private sellers, I am only saying that you should consider all factors when making a buying decision and weigh your options carefully.

Have Fun

This should be a fun process. Enjoy it. This can be a high pressure situation, but if you prepare for it, you can generally take away dealer ammo and enjoy the process. If you feel uncomfortable, walk away. You have the right to a good experience as you buy the car you’ll enjoy for years.