North Carolina man who built $2.3M business from negotiating other people's car deals shares the biggest trap most people fall into with car deals

There’s a guy in North Carolina who started an entire business from negotiating other people’s car deals.

His job is ‘simple’: he basically gets paid to save people time and stress.

What started as a one-man show turned into a company, and we had the chance to chat to him about how it works.

And you’ll never guess what brand he thinks people are sleeping on.

What is the toughest car group to get good car deals?

Delivrd founder Tomi Mikula surprised us by telling us that the body style – SUV, sedan, and so on – doesn’t matter as much as we think.

“It’s less about the body style and more about the brand. [For example], Toyota is the toughest,” he told Supercar Blondie.

“Demand stays high, inventory moves fast, and dealers know buyers will pay close to sticker because the resale value is so strong. There’s often less room to negotiate.”

How much of your job is mediating feedback between buyer and seller versus simply saving them time and stress?

“It’s a balance of both,” he told Supercar Blondie.

“Most of our clients come to us because they don’t want to spend their time in the dealership or haggling back and forth.

“However, we also make their experience easier by providing specific numbers, transparent line items, and competing offers to get them the best deal.”

What’s your dream car, and do you think you could get yourself a good deal on that one?

“Porsche 911 Turbo S, and yes. The value on these cars currently has a markup, but the same principles apply.”

What do you think would be the differences between US and Europe when it comes to car deals?

Mikula made a very good point.

One of the biggest differences between the US and Europe is that in the US, dealers are free to apply whatever markup they want, whereas in Europe that’s not the case.

“In Europe, pricing tends to be more straightforward and buyers are less likely to face the same layers of fees and dealership tricks. US buyers carry more of the burden to push back, which is why a service like ours exists,” Mikula said. 

What are the common tricks sellers use and common traps buyers fall into?

Mikula revealed that, among other things, when it comes to car deals, people tend to fall into a very specific trap.

“The biggest trap is negotiating the monthly payment instead of the total price,” he said.

“Stretch a loan long enough and almost anything looks affordable. Others to watch for: pre-installed add-ons like paint protection or nitrogen-filled tires that are suddenly ‘non-removable.

“Then there are also fees that have nothing to do with actual paperwork costs, and lowballing your trade-in while making the new car look like a discount. I worked as a finance manager at a dealership, so I’ve seen every version of this from the inside.”

What questions are key for getting the best price?

“Research what discounts are available for the vehicle you want, including manufacturer rebates and incentives. Never accept the sticker price without asking the dealership if they can do better,” he said.

“Also, ask for the out-the-door price in writing, so you see every fee before you commit.”

What are the best negotiation tactics?

When it comes to the best tactics, the oldest trick in the book still works.

“Competition drives down the price,” Mikula said.

“When multiple dealers know they’re bidding for the same buyer, the numbers move fast. One dealership has all the leverage. Five dealerships competing for you flips that in your favor.”

What vehicles are the best market opportunities to get car deals at the moment?

According to Mikula, this is a great time to buy trucks and SUVs, especially larger models.

“Trucks and full-size SUVs have the best deals right now,” Mikula revealed.

“Higher gas prices have cooled demand for bigger vehicles, and the reputation of American-made vehicles has played a role too. Dealers need to move that inventory. Bigger vehicles also carry higher price tags, so there’s more room to negotiate.”

Are there any ‘gem’ cars that people might be sleeping on that would sell for a lot?

Mikula revealed there’s one brand in particular that people are sleeping on.

And nope, it isn’t Toyota.

Or, more accurately, not only Toyota.

“If resale is your top priority, Toyota is still the way to go. But Mazda is the real sleeper. You get strong reliability, and unlike Toyota, there are actually incentives on the table, so you can get a great car at a better price,” Mikula revealed.

Are you considering expanding to other markets?

“Yes, offering used cars and entering Canada are both on our radar,” Delivrd founder Tomi Mikula told Supercar Blondie.

“Used car prices have hit an all-time high and Canadian buyers deal with a lot of the same dealership tactics we see here. We’ve had plenty of interest from both parties.”