Dealership Says “Another Buyer is Coming” — Here’s What to Do

by Justin Fischer | Last updated Feb 20, 2026 | Car Buying, Dealership Operations, New Cars, Used Cars

“We’ve got another buyer coming in an hour.”

“There’s someone else who’s very interested in this car.”

“I need to know if you’re serious because we have other offers.”

Sound familiar? If you’ve spent any time negotiating at a car dealership, you’ve probably heard some version of this classic pressure tactic. CarEdge Co-Founder Ray Shefska, with decades of dealership experience, calls this exactly what it is: manufactured urgency designed to make you panic and pay more.

Here’s how to handle it, and why this tactic rarely means what they want you to think it means.

Why Dealerships Use the “Another Buyer” Tactic

This pressure play works on basic human psychology: fear of missing out. Nobody wants to lose something they’ve already invested time in, and salespeople know that once you’ve test-driven a car and started imagining yourself in it, you’re emotionally attached.

The dealership’s goal is simple: create artificial urgency to:

• Stop you from shopping around and comparing prices at other dealers
• Prevent further negotiation by making you feel you need to decide right now
• Push you above your budget because you’re afraid someone else will “steal” your car
• Close the deal today rather than let you go home and think it over

In Ray’s experience, this tactic comes out most often when negotiations stall or when you say you need to think about it.

The Truth About “Another Buyer”

Here’s what Ray wants you to know: In most cases, there is no other buyer.

“When there genuinely is another interested party, the dealership doesn’t need to tell you about it. They’ll just sell it to that person. The fact that they’re spending energy trying to convince you to buy suggests they don’t have a better offer waiting.”

Even when there is another buyer, consider these realities:

Reality Check #1: Most “Interested” Buyers Never Buy

Dealerships talk to dozens of people every day. Maybe someone did express interest in that car—but “interest” doesn’t mean they’re qualified, approved for financing, or actually ready to purchase. Most of these “interested buyers” never materialize into actual sales.

Reality Check #2: If It’s Really That Hot, It Would Be Sold

A truly in-demand vehicle—especially in 2026’s market where inventory has normalized—doesn’t sit on the lot long enough for this conversation to happen. Hot cars sell within days, often at or above asking price, without negotiation drama.

Reality Check #3: There Are Other Cars

Unless you’re buying something truly rare (a limited-edition model, a specific classic car, etc.), there are similar vehicles available at other dealerships. The salesperson wants you to forget this fact.

It’s always best to shop the cars that are most negotiable, as determined by local market data. Here’s how we find them.

The One Response That Stops This Tactic Cold

When a salesperson says another buyer is coming, Ray recommends this simple response:

“I understand. If they buy it before we reach an agreement, I’ll find another one.”

That’s it. Don’t argue. Don’t panic. Don’t try to compete with this phantom buyer. Just acknowledge what they said and demonstrate that you’re not going to be pressured.

Here’s why this response is so effective:

It Calls Their Bluff Without Confrontation

You’re not accusing them of lying, but you’re making it clear their pressure tactic isn’t working. You’re showing confidence in your position and your ability to walk away.

It Reminds Them You Have Other Options

Salespeople sometimes forget that they need the sale too. Your response subtly reminds them that if they lose you over this pressure play, they’ve lost a real buyer chasing a maybe-buyer.

It Keeps You in Control

By remaining calm and non-reactive, you maintain negotiating power. Panic is expensive. Composure saves you money.

It Often Leads to Backtracking

In Ray’s experience, this response frequently results in the salesperson suddenly having more flexibility: “Well, let me talk to my manager and see what we can do for you…”

Funny how that “urgent” other buyer becomes less urgent when you’re willing to walk.

What to Do Before This Situation Even Arises

1. Do Your Research First

Know the market value of the car you want using resources like:

• CarEdge Pro for local market pricing
• Kelley Blue Book and Edmunds for value ranges
• See the listing prices for similar vehicles with CarEdge Car Search

When you know what the car is actually worth, pressure tactics become background noise.

2. Get Pre-Approved for Financing

Walk in with your own financing already secured. This eliminates one pressure point (“We need to see if you qualify”) and often gets you a better rate than dealer financing. Review this guide to financing like a pro before you shop.

3. Shop Multiple Dealerships

Contact 3-5 dealers for the same make and model. Get quotes in writing (email is perfect). This gives you real leverage and makes the “another buyer” tactic meaningless—you literally have other options ready.

Use our Dealership Ratings Based on Real Prices to find the most transparent car dealers near you.

4. Be Prepared to Walk Away

The single most powerful negotiating tool is genuine willingness to leave. If you’re not prepared to walk out, you’ve already lost leverage. Remember: there are other cars, other dealers, other days.

What Happens If You Call Their Bluff and They Actually Sell It

Let’s say you use Ray’s response, walk away, and the dealership actually sells the car to someone else. Now what?

Here’s the truth: You probably dodged a bullet.

If they were willing to let you walk over a reasonable negotiation, one of two things happened:

1. They really did have a buyer willing to pay more—which means you would have overpaid to compete
2. They made a strategic mistake—they gambled on pressure and lost a real sale

Either way, you did the right thing. In today’s market, you will find another vehicle. You might even find a better deal at a dealership that doesn’t play these games.

The 2026 Market Context

Understanding the current market helps you evaluate these tactics:

• Inventory has normalized after the pandemic-era shortages—dealers have more vehicles available
• Interest rates remain elevated—buyers are more cautious, giving you more negotiating power
• Used car values have stabilized—the wild price swings of 2021-2023 have calmed
• Online shopping has increased transparency—buyers can easily compare prices across dealers

Bottom line: The “another buyer” tactic is less credible in 2026 than it was during the shortage years. Dealers have cars to sell, and competition among dealerships is healthy.

Ray’s Bonus Tips for Negotiating Without Pressure

• Negotiate via Email First

One of the best ways to avoid pressure tactics entirely is to conduct initial negotiations via email. Get quotes from multiple dealers in writing before you ever set foot in a showroom. This eliminates the time pressure and lets you think clearly.

Use these free email templates to get started on the right foot.

• Visit at the End of the Month

Dealerships have monthly quotas. Shopping in the last few days of the month often means salespeople are more motivated to make deals happen—on your terms, not theirs.

• Bring a Friend

A second person helps in two ways: they provide emotional support when pressure tactics emerge, and they give you a built-in reason to pause (“I need to discuss this with my friend”). It’s harder to pressure two people than one.

• Don’t Show Too Much Excitement

The more you gush about loving the car, the more leverage the dealership has. Stay neutral and businesslike. You can get excited after you’ve agreed on a fair price.

The Bottom Line: Stay Calm, Stay in Control

“Another buyer is coming” is designed to create panic. Your job is to remain calm, remember that you have options, and refuse to be rushed into a decision that costs you thousands of dollars.

Use Ray’s simple response: “I understand. If they buy it before we reach an agreement, I’ll find another one.”

Then stick to your research, your budget, and your willingness to walk away. More often than not, that “other buyer” will mysteriously disappear, and suddenly the dealer will be very interested in working with you on your terms.

And if they do sell it to someone else? You’ll find another car—probably at a better price, at a dealership that doesn’t play games.

Remember: The dealership needs to sell cars. You just need to buy one car. That’s leverage. Use it.