Sunday paper, for example, and just look at the dealer advertisements: They promise super low payments, top dollar for your trade-in, and the best prices in town. But, as with most selling, “buyers beware”! The simple truth is that dealers are always having a “Big Sale”! That’s because consumers automatically translate the word “sale” into “save.” Dealer advertising is designed to get you to shop today! They want you to drop everything and rush down in a fit of excitement without stopping to think.

Word Tracks”. Word Tracks are pre-rehearsed statements that sales people learn, that help them respond to commonly asked customer questions. A “Word Track” system is a sales training program designed to put every customer through similar sales steps with the goal of closing that customer for the maximum dealer profit. The dealers goals are always the same: They want you to pay full sticker for their car. They don’t want to negotiate - only you do. Do you want to spend $300 a month? A savvy seller will get you to pay $400.

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