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INFLUENCE: The Psychology of Persuasion - Commented Book

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CHAPTER

How to Avoid Low Balling on Used Cars

For certain customers, a very good price is offered on a car, perhaps as much as 400 dollars below competitors prices. The dealer never intends it to go through; its only purpose is to cause a prospect to decide to buy one of the dealership's cars. Another even more insidious form of low balling occurs when the salesman makes an inflated trade in offer on the prospects old car and jumps at the deal. It seems almost incredible that a customer would buy a car under these circumstances but it works.

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