Seeing is Not Believing – Part 7

Pressure Sales

During the 1970s and 1980s, Time Share marketers perfected the “used car” selling technique known as pressure sales. This is a multi-step procedure involving getting you interested and involved in a product (in this case time share vacations) and selling it to you at an extremely high price. The sales person knows that it is unlikely that you will purchase the item at the price quoted, but they have a great offer for you, in fact a whole bunch of great offers.

Initially they sell you a one-week vacation, but once you turn it down they offer the right (at a nominal fee, which, once it is closely examined is not at all inexpensive) to shift your week to another week and even another location almost anywhere in the world. Even better, if you buy two weeks, and they do not have to be together, you get a substantial discount.

Once you show resistance to that, they bring out the big guns: if you sign up today, and today only, they will throw in a major discount. That might be a significant percentage off the price, a third week for free, or some such “sweetener.” Turn that offer down and the sales manager comes over with an even better offer. High pressure and even insults are used to persuade you to BUY NOW.

Recently that technique is being used for other products, especially home improvement items. At least one bathroom remodeling company offers to replace your existing shower with a state-of-the-art enclosure that does wonderful things and provides increased comfort, usage, and safety, for only… a price that far exceeds what you would expect to pay. Once you turn them down they sweeten the offer with free products, a reduced price, a quick installation, and other high-pressure tactics, but only if you make the purchase immediately.

Home alarm companies use the same technique. Their advertisements appear to offer a free or inexpensive home alarm system, but once you get to the contract you discover it only covers a few doors and perhaps no windows (substituting an interior motion sensor). Then they offer small add-ons at “low cost,” which, once added up, comes to a substantial selling price. But if you do not purchase it today you will not be able to get all of this at the same price tomorrow.

Television and radio sales use a similar technique. Purchase within the next ten minutes and you will get two for the price of one (although you may have to pay a high “shipping and handling” cost for the second item), or get other products as part of the promotion. But the offer is only good for the next ten minutes. Of course, twenty minutes later you hear the ad repeated, and tomorrow… and next week.

Automotive and computer products give you “limited time offers.” They may have reasonable sales in their advertising, but with a time limit. Next week you will find a new advertisement, a new time limit, and possibly a better deal. It is almost impossible to know when to buy as they confuse you with double-talk.

The best thing to do is to determine for yourself, without looking at the advertisements, whether you need a new or replacement item (or vacation home) and then do online consumer research. Find a reasonable price range for the product you want. Consider all options ahead of time. Then seek at least three companies that provide the product you want. Investigate and compare price, quality, installation or delivery time, and warranty (watch for the small print – many warranties are worthless). After each sales pitch make a comparison chart so you can easily see which company is offering closest to what you want at a price you are willing to pay. If the company offers you a buy-today-and-save option, show them the door.