STICKER SHOCK....................by Steve Duhl 
Wednesday, April 27, 2011, 01:33 PM
Posted by Administrator
"Sticker shock" is a reference to the shocked reaction of someone shopping for a $26,000 car at the moment they look at the (Moroney) sticker in the window and see that the car's MSRP is $34,000. They do not buy the car and it is unlikely that the best salesperson on earth could get them to buy.+

+Note: The only exception to this is:
1) Hot salesperson who
2) Gets the customer to believe that not buying right then is a sign of cheapness and
3) That if they do buy, the salesperson will have respect/admiration/ and lust for them.

So, the customer goes home and agonizes over the price, sleeps on it, gets used to the price and comes back the next day. There is no more shock at the sticker price.......the shock all happened yesterday. The Customer is used to, by now, the idea of paying $34K for the car and can move on to the next objection to buying (wrong color, too big, too small, whatever). But, price is no longer the objection that keeps the customer from buying.

Sticker shock happens with buying houses, renting office space, and trying to settle lawsuits. Sometimes, you need a night to let the price sink in. Sometimes, with lawsuits especially, if we spend 14 hours trying to negotiate a deal and blood sugar gets real low and we just want to leave and go home....we can get over sticker shock and make the deal without that night's sleep.

But, we need, at least, that 14 hours.
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