The Sales Traps That Every Car Dealer Uses To Suck Money Right

By: Gus Skarlis

There are two components to any good advertisement or sales
pitch: an emotional appeal and a rational appeal. A good
advertisement or sales pitch plays to both.

Here's an example: let's say your child can't read very well,
and you're considering buying one of the many reading programs
available.

Check out an ad for any of them, and you'll find they can be
boiled down to two basic premises:

Your child can improve their reading skills. (That's the
rational appeal - he or she will do better in school, better in
life, etc.)

You need your child to read better. (That's the emotional appeal
- you're the parent, it's your role in life to raise your
children well, if you don't you've failed them....)

Most car dealers, once you're in the showroom, will play on your
emotions to help make the sale. (Sure, they'll discuss fuel
mileage and safety ratings... but if you think about it, most
cars are very similar in terms of performance. Styling varies a
lot... but styling appeals to your emotions, not to your
rational side.) To play on your emotions, they'll often say
things like:

"We only have two of these left - I can't believe how fast
they've gone."

"The sale ends this Sunday... you better act now."

"We have special factory prices... but just for this week."

And my favorite: "If I sell one more car this month I'm over my
quota - so I'll do anything to get you the best price."

What the dealer is doing is simple: by creating a sense of
urgency they're making you afraid you'll miss out on a great
deal, or a special price... or even make you worry that if you
don't act now all the cars will be gone.

Just keep this in mind: in 2004 alone over 15 million cars were
sold in the US - there are always plenty of cars for you to
choose from.

So how do you keep from falling prey to emotional sales tactics?

Take away their edge. Educate yourself about the vehicle you
would like to purchase and then make your decision before you
buy a car. This will eliminate any emotional buying decisions
and save you money.

About the author:
Gus Skarlis is a former car dealer and founder of Before You Buy
A Car. His Book "10 Things You Must Do Before You Even Think
About Buying A Vehicle" has helped thousands of consumers save
money and time when purchasing a vehicle. This FREE resource
takes you step by step through the car buying process. The site
is located at: http://www.BeforeYouBuyACar.com