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$5 bucks? hahaa...

Dude, selling cars is a zero sum game (google it).

I'm going to lobby for $60 a VIN.

Dealers, do the math

1. What is your average 'price drop' discount on all used cars sold? (i.e. original price* - last posted price) $1,000? $2,000?
2. How many cars sold annually?
3. Result: Total Sum of all pre-sale discounts

Hypothetical Example:

1. average 'price drop' pre-sale discount = $1100
2. # cars sold annually = 1,200
3. Sum all discounts = $1.32 million

Projection: What if...

1. ...sexy, expensive pics made your VINs pop & motivated emotions which allowed the sum of your pre-sale to discounts to be 20% smaller?
2. 20% less = $260,000 Net savings
3. Cost of sexy, expensive photographer = $70k?
4. Net +$190k

FACT: On average, sexy, expensive pics will deliver you more emotional, motivated ups.

BONUS: What If..

• sexy, expensive pics helped you hold gross.
  • (Holding gross is all about standing your ground and managing emotions.)

Dealers, trust your gut & do the math

*Assuming your a dealer that prices the car to sell on day one.