Discounts, savings appeals, and urgency ploys are the most popular sales tricks. But there are many others. Here are a few to watch for:
Bait and Switch
The “bait” is usually an advertisement offering something at a ridiculously low price. When you go to the store to check it out, the salesman tells you it was already sold, then offers you something else—at a higher price. For example, a dealer might advertise a killer deal on a new car. When you show up, the car has been sold, but you can buy the same model, with more features, for just $1000 more than the advertised model. You’re sold.
If the ad was bogus, the trick is illegal. But the dealer doesn’t have to commit fraud to use it. If you had read the ad’s fine print, you would have seen that the price was for a particular vehicle, whose ID number is printed in the tiny type. Someone will get there first and buy the car, which is stripped down to the barest of features. The dealer sells that car at cost or even loses a few dollars on it. He can afford it, because the ad brings in many more customers who get talked into buying the same model with more features at a higher price.
If you feel like you’ve been taken in by a bait-andswitch trick, ask the salesperson. How many items did they have at that price? When were they sold? If things look suspicious, hold onto a copy of the ad and call the city or county office or your state’s office of consumer affairs. If the store has been using this trick illegally, people are being ripped off, and that’s not right. If the office receives enough complaints, they’ll investigate.
Up Selling
This trick is used all the time. After you’ve placed your fast- food order, the clerk asks, “Would you like fries with your meal?” You’re already spending money, so you figure, sure,a little more money won’t hurt. When you buy a TV, the salesperson asks if you want the “extended warranty”—for more money, of course. And one of these days you’ll rent a car, and the rental agent will try to talk you into a bigger model, insurance, more insurance, and a cellular phone. In each case, you’re watching up-selling in action.
There’s nothing wrong with it. If you were selling stuff, you’d want to ask people if they want more. When it’s done graciously, up-selling is harmless. But when a salesperson starts piling on the pressure, it’s obnoxious. And if you give into it, you spend more money, and the salesperson is rewarded for being a jerk.
Here’s how to avoid giving in to this trick. First, know exactly what you want before you agree to buy it. If it’s a big item like electronic gear, a computer, or something else with lots of options, write down a list of what you want. If someone pressures you to get more than you came for, refer to your list and say no. If the salesperson gets obnoxious about it, tell him. Or ask to speak to the manager. The best way to shut up high- pressure salespeople is to walk away.
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