What I don't know about marketing high-priced used cars - well, any cars, actually - would fill every sales manual ever written.
But I saw an ad in the little paper down the street (they give them away free on the airplane...) for a high-end used car dealership, and it got me wondering.
The price shown in bold type was $174,900.
But what caught my eye was the previous price that had been 'crossed out':
Really? A $900 price chop?
Now, I have no idea if 175 large is a good price for a car like that. I do know it's a spectacular car, and its list price starts at $214,200, so this slightly used one looks like a pretty good deal.
But do customers in this snack bracket think, "Y'know, if I have to go over 175 large, well, I just can't handle that. If only they'd knock nine hundred bucks off that, I might be tempted...".
I do know that down in the entry level, in the mid-to high-tens of thousands of dollars price range, people will turn on their heel and walk for $200.
But at $175,000?
The prices of most of the other cars in this ad - Porsches, Ferraris - were also dropped by a few hundred dollars.
Hmm-mm - I guess people who can afford cars like this didn't get rich enough to do so by tossing their money away.
But if you did want to indicate that the price had been 'reduced', wouldn't you fudge the old price up a little?
"Originally $184,900, now $174,900!"
Doesn't ten grand off sound like more of a bargain?