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What Will Make A Car Dealer's Smile Fade Fast?


Readers Report

WHAT WILL MAKE A CAR DEALER'S SMILE FADE FAST?

No, car dealers do not have souls--never had and never will ("What's this--car dealers with souls?," Marketing, Apr. 6). The new fixed-price, no-haggle sales strategy is an attempt to protect dealerships from a detested form of vermin--educated buyers. From the salesperson's perspective, buyer ignorance translates into maximum profit. While unsuccessfully shopping for a Ford Explorer, I noticed that toothy, friendly smiles quickly disappeared after mentioning I had checked prices with a credit union and auto price service. Buyer knowledge is a resented advantage.

H.L. Bean

Jonesboro, Ga.


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