When I was about 19 years old, I walked into a dealership and asked: How much for this car? The salesperson told me the price and I said I was pretty green when it came to negotiating for a vehicle. Then, a number of years later, when I was just starting to sell cars, one of my first customers was a factory worker. How much for this car? I told him the price and like me, he said Ill see if I can knock off a few hundered for you. He was very happy. went to the sales manager and presented the customers deal with the few hundred off to which he replied, sniffing a lay down buyer. OK, he added. But get him to sign over to us this $500 customer appreciation incentive from the manufacturer. A customer appreciation bonus is supposed to go directly to the customer. It was then I knew that I was eventually going to write this book, to help those like my prior self an unknowledgeable customer, get a fair deal.