Introduction
In essence, Sun-Tzu’s tactics in “the Art of War” are nothing more than a compilation of logical assertions and as such are not only applicable to war time stratagems but can actually be utilized in various situations in a person’s life, such as purchasing a vehicle.
What must be understood is that the tactics created by Sun – Tzu are based off logical assertions related to practicality, cost effectiveness, forethought and wise decision making, all of which are actually equally applicable to the mindset needed when making a decision in purchasing the right kind of motor vehicle.
For example, Sun – Tzu states that “to rely not on the likelihood of the enemy’s not coming, but on our own readiness to receive him; not on the chance of his not attacking, but rather on the fact that we have made our position unassailable”.
This particular statement, in essence, relates to the logical assertion of being prepared for the possibility of certain outcomes occurring. When applied to vehicle purchasing behavior it means to be prepared for numerous possibilities that might occur such as your car breaking down, accidents occurring or any manner of possible problems that would result in a person needing a new car. It must be noted that the worst time to purchase a vehicle is when one is needed urgently.
Hurried decision making will result in not only the possibility of purchasing the wrong kind of vehicle for a person’s needs but could actually result in a situation called “buyer’s regret” wherein a customer is discouraged at making the purchase in the first place.
As such, by applying the earlier given statement into purchasing behavior and buying strategies this would enable a person to be prepared for the likelihood of when their car will break down, put into effect a buying strategy for the kind of car they want and put such a strategy into effect before it becomes too late.
What must be understood is that based on statistical data nearly 60% of all urgent vehicle purchases result in “buyer’s regret” purchases wherein buyers were not able to buy their ideal vehicles. Furthermore, it has been noted that more than 50% of urgent vehicle buyers did not spend enough time in negotiating an appropriate final price resulting in them paying more than they should have on the purchase of the vehicle.
If buyers were to take their time in making their purchase they would realize that there is actually a plethora of vehicles available to them if they take their time to actually look for an ideal one. Based on the facts presented it can be stated that since Sun-Tzu’s tactics are not only suitable for military stratagem but can also apply to vehicle purchasing as well they should be applied in vehicle purchasing strategies in order for people to get the ideal type of car for the best price.
Applying Sun-Tzu when Making a Purchasing Decision
Purchasing a vehicle is considered a very important decision in a buyer’s life and as such should not be taken lightly lest an irrevocable mistake be made. When it comes to decision making, Sun-Tzu states that “considerations of advantages and disadvantages will be blended together”, one interpretation of this when making a purchase is to consider the advantages and disadvantages when buying a particular type of vehicle.
This can take the form fuel efficiency, mileage, size, what the vehicle is to be used for, overall performance, price and additional options that come with the vehicle itself. From this it can be seen that it is not just a matter of buying a car based on what you need at that particular moment but rather taking into consideration what the car has to offer, its advantages compared to other models, its disadvantages when taking into consideration regular use, what you intend the car to be used for and whether you are making the purchase based on appearance instead of purposefulness, longevity and prolonged performance.
It is based on the idea of Sun-Tzu and when taking the factors mentioned into consideration that an effective and informed buying decision can be made that will enable a buyer to purchase exactly what they need.
Using Sun – Tzu when Choosing the Right kind of Vehicle
When purchasing a vehicle the most popular type of car is often not the most suitable for a particular buyer despite supposed “experts” stating the advantages a particular car model has over other brands.
Sun – Tzu states that “there are roads which must not be followed, commands of the sovereign which must not be obeyed”. In this particular case the road that must not be followed and the commands that should not be obeyed are those being spouted by the mass media when they state the advantages of a particular vehicle.
What must be understood is that nearly 40% of all vehicle buyers purchase their cars due to media advertising however more than half of those who purchase their car as a result of advertisements know little about the car itself such as its amenities, true performance usability etc. and merely go along with what they hear or see in various print ads and commercials.
Such decisions often result in people making ill advised purchases and as such shows that not all decisions should be based on popularity or on the statements of various “experts” but rather should be done based on a thorough understanding on the vehicle itself versus other options that are available.
For example, one of the current trends in vehicle purchases at the moment is the sale of hybrid cars which are extolled on their supposed eco-friendly nature and ability to help preserve the natural environment. Unfortunately such vehicles are often far more expensive as compared to cars with the same level of performance and as such buying decisions regarding long term use and affordability should be taken into consideration before making a purchase.
Utilizing Sun-Tzu in Vehicle Purchasing Negotiations
Vehicle purchases all come down to effective negotiations between a buyer and a car dealer yet what must be understood is that car dealers are often going to negotiate towards their own benefit rather than that of the consumer. This can come in the form of adding numerous “extras” to certain car dealers and increasing the base price of the car to increase their commission.
The following statement by Sun-Tzu captures, in essence, the buying process: “recklessness, which leads to destruction; cowardice, which leads to capture”. What must be understood is that overly reckless purchasing behavior can result in a person buying more than what is necessary resulting in a car reaching a price that is more than what they can afford.
Not only that cowardice, in the form of agreeing to everything that the dealer says without exerting your right as a customer can also result in a bad purchasing decision later on. Customers must realize that no matter what is offered or what the dealer says they have the option of just leaving when the deal goes sour and such saves one’s self from falling into the pitfalls of overly reckless or cowardly purchasing decisions.