Hi Diana -- thanks for posting! I like that word -- "pressure" -- and agree with your sentiment 100%. Taken a step further, the "pressure" salespeople would apply lead to the fear/intimidation factor which sparked my original question (and reminds me of a "back-in-the-day" story I'll have to pen for our DR audience here in the near future...). But I want to be clearer about my question -- maybe ask it this way: is there still "pressure?" More precisely, WHY would there still be pressure? My experience is that pressure was applied "back in the day" because most people at the dealership were not there to BUY -- they were there to browse, shop, peruse, etc. There was no internet -- the only way to get answers to questions about these cars was to call or stop-by. So a sales process -- like APB -- was established as a means of building value in an effort to lead up to a single question: "Why not now?" "Pressure" was applied to turn "Shoppers" into "Buyers" now when the reality was that 8 out of the 10 people with whom you engaged had no intention of signing that day. Please correct me if I'm wrong -- today, 8 out of 10 (conservatively) do their information gathering and "shopping" before ever setting foot in the dealership. And most are only visiting one dealership. In other words, when customers are in the store, aren't they there to buy? If this argument is valid, then where's the pressure? I also want to be clear that I'm not referencing the "hassle" and overall poor experience with which customers routinely struggle and which they disdain. We live in the "Speak in the Clown's Face" culture, and any transaction taking longer than 5 minutes is unacceptable, not just automotive. Above, Heather mentions "Trust." I think Heather's question is on-point: trust is key. But I'm thinking for the most part, some level of relationship is established prior to a customer's visit -- for MOST customers. Back to the original question: What's there to be afraid of? We know taxes, suck, but we still do them every year. But there's no fear of doing them.