If you’ve ever bought car, you may have felt like it was some kind of “game.”
Meaning that for some reason, it wasn’t like shopping for anything else.
One the one hand, you buy something like a TV or a stereo, and the price is the price.
On the other hand, when buying something big like a house, there’s a negotiation between the buyer, and the seller, so it’s pretty straightforward.
You offer low, they come back high. You go back and forth until you meet somewhere in the middle.
But for some reason, buying a car isn’t like either of them.
On the one hand, it’s considered “retail,” since car dealerships are shops like any other shops. With plenty of products, and prices clearly displayed on all the products (sticker price).
But once you start negotiating, it’s like you’ve stepped into a strange new world.
There’s you, there’s the salesman, but then there’s the “manager.”
If you’ve purchased a car in the past, maybe you fell into the “good cop, bad cop” game.
Where the salesperson, the guy you’re dealing with is the “good cop,” and the manager is the “bad cop.”
Meaning the salesperson is trying to create an “us vs. them” kind of atmosphere.
Because as soon as you decide that the salesperson (who’s usually working on PURE commission) is an “us,” you’ve suddenly become a much more compliant customer.
The salesman would LOVE to sell you the car at a certain price, but because his manager isn’t cooperating, they’ve got to go and “negotiate” with the manager on your behalf.
Once you feel the salesman is “on your side,” you’ll be much more likely to trust him, and believe him when he says you’re really getting a good deal.
All of this is based on the law of comparison and contrast. Generally, salespeople are considered the enemy.
But when you compare him or her to some “manager” that is the REAL enemy (supposedly) that salesperson you are talking to doesn’t seem so bad.
There’s plenty of ways to use these mind triggers, good and bad. And once you start to study them, and see how incredibly versatile they are, you’ll be amazed how creatively some people can use them.
For better or for worse.
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