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I'm trying to sell a car. I have listed it in the local paper for bluebook... NO CALLS!!! what the heck? should igo for auto trader or come down on the price? what do you think i shoud do?
The buyer always controls the transaction- remember this. It doesn't mean you can't influence the buyer, it means you have to be persuasive.
Buying is always an emotional decision; you have to appeal to the buyer's emotions to push the "I must buy" button in his (her) brain.
Males are more emotional about buying decisions than Females. It's far easier to appeal to the Male ego than to the Female; Males are interested in "macho" things like horsepower and status, Females are more concerned with safety and economy.
If you're aiming at males, use small words and short sentences. Don't reveal too much- Make, Year, Model, Mileage, Price, Features (AT, PS, PB, electric windows and door locks, trunk popper, remote starter, alarm system) are ok- in the ad, don't mention high performance "upgrades" like cams, pistons, cranks, overbores, forged cranks, "racing" carbs, exhaust, whatever- leave these "goodies" as ammuntion to use in person, to appeal to the "wannabe" instinct.
Too many Males advertise their cars with a long menu showing how much money they wasted on performance "upgrades;" as a buyer, this only tells me the seller expects to recover a big chunk of his investment, thus the car is overpriced for what I need- anyway, why would I assume the seller knows what performance mods I want? Why would I assume he even knows what he's doing? If I want a modded car, I'd rather do the mods myself...
Keep the advertising short and cryptic; after all, you aren't going to sell the car in an advertisement- at best, the ad will attract the curious to come see the car. That's where you apply your superior salesmanship.
Nobody gets all misty-eyed and slobbery over an advertisement, but they will if they see the car in person, cleaned up, waxed, at its best in appearance. Shine the chrome, apply the Blue Coral, vacuum the inside, shampoo the carpet.
Don't steam-clean the engine bay unless you're also replacing all the plug wires and vacuum hoses. I'd rather see honest grease and dirt than a steam-cleaned engine. If it's too clean, I'm suspicious that the seller is hiding something, like oil leaks.
KBB lists the "Private Owner" price as well as the "Dealer" price. Use both, be sure to point out how much the seller is saving by not going to a dealer (that's an emotional button).
The exact format may depend on the publication, they may want the asking price up front. When I have the chance I put it at the end (so they have to read my superlative prose).
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