Be prepared and research what kind of car you want and how much your budget allows you to spend in order to feel more confident during the sales negotiation, whether it's in person or online. As you're shopping around for a car, you can shop around to find the right dealership or online car sales service. All dealerships pay the car manufacturers the same price for the cars they sell, but dealerships with a better customer satisfaction index (CSI) rating often receive bonuses that allow them to offer customers a better price.