A good friend of mine owns a car yard offering a range of European vehicles. Over coffee last week he was telling me that on each and every car in the second hand vehicle yard there is a sign offering four pricing options: – The DIAMOND price – offering 10 added benefits and a premium […]

A good friend of mine owns a car yard offering a range of European vehicles. Over coffee last week he was telling me that on each and every car in the second hand vehicle yard there is a sign offering four pricing options: – The DIAMOND price – offering 10 added benefits and a premium price – The GOLD price – offering 2 added benefits and a slightly lower premium price – The SILVER price – offering 1 added benefit and a more competitive price – The LOWEST price – offering the car with no benefits at a very low price These are the only prices on offer and there is no bargaining beyond this. The highest price is well above market for the vehicle and the lowest price is at or below market. He reported to me that business is very good and that sales are increasingly monthly. He…