Which? reveals showroom 'lingo'

Which? magazine has revealed some of the tactics used by car salespeople to try and entice customers into buying their goods.

The list was compiled by specialists in the business who pointed out how the jargon used by showroom personnel can be baffling. The magazine also added a few tips for customers on how to escape such promotional tactics.

Some common dealer language includes:

Loss leader advertising - when a salesperson sells a few unwanted cars for a meagre amount to attract potential customers, and then sells the vehicles for much higher prices to them.

Limited time - when a dealership says that a special offer is available only if the customer signs up the same day.

Wooden duck - when a customer does not try hard to bargain or negotiate while making a purchase.

In the article, Nigel Marlow, director of business and psychology, London Metropolitan University, said: "Like all 'big ticket' items, buying a car is mainly an emotional decision.

"It's often done totally irrationally - just as many people walk into a house and know straight away it's the one for them.

"Car companies use all sorts of techniques to appeal to you. The first is bombarding you with totally unrealistic car ads that generally show attractive people flashing along an empty road.

"People are buying into the dream of attractiveness and freedom. However, that won't be the reality for most car buyers, who'll end up slogging through bumper-to-bumper jams on their way to work."

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