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PURCHASING A NEW VEHICLE: HOW TO AVOID THE CAR DEALER SALES TRAP
by: Gus Skarlis

When it comes to sales pitches and great advertisements, there are two important components:

- Rational appeal
- Emotional appeal

And, the best sales pitches and advertisements will play both.

For instance: your child is unable to read well, which means you’re contemplating the purchase of any one of the several reading programs. If you check out the ads, you’ll see they can be summed up in two general elements:

Your child will improve their reading skills, which will help them do better in school and in life.
You have a need for your child to read better, which is because you’re the parent and your goal in life is to nurture your children well.

The majority of car dealers, when you’re on the showroom floor, play on emotions to help them make a sale. They’ll talk about safety ratings and fuel mileage; however, if boiled down to it, most vehicles have similar performance issues.

Vehicle styles can vary and it’s the styling that appeals to your emotions. How do they play on those emotions? They’ll say something along the lines of:

“We have just a couple of these vehicles left. It’s amazing how fast they went.”
“Our sale will end this Sunday. This would be the perfect time to act.”
“These are special factory prices and they only last this week.”
“Should I sell you this vehicle, I’ll exceed my quota for the month. Let’s make a deal.”

What is the dealer doing? It’s simple: he/she is producing some urgency that makes you afraid to miss out on the good deals or price or miss out on the cars.

Bear in mind that in 2004, more than 15 million cars were sold within the United States. There are more than enough cars to buy.

How can you stop from falling victim to those emotional sales tactics? You need to take away the edge they have? You need to do some research about the vehicle you’d like to buy. And, then make your choice before you purchase it. This will get rid of all emotional buying decisions and save you tons of money in the long run.

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