The "how low can you go" is in my estimation more an attitude we have than the customer.

We worry the customer will be shopping so our answer is to throw money at them and once that starts it doesn't stop until we are scraping the bottom of the barrel. In the process of getting there we tend to alienate the customer and end up with a bad survey too.

In EVERY transaction there is pressure. It is a matter of whether the pressure is offensive or acceptable. Our beliefs about what should be acceptable are wrong and consequently we are often on the offensive side of it and we're ignorant that it's where we've ended up.

People do not like to go to car dealerships. They have to be pretty committed to show up. Assume they are they to buy rather than that they are there to shop. Write them up and give them a price (begin negotiation).

Our fear of loss costs us tremendously. It is also something that is very difficult for many people to overcome.

The price question being improperly handled is where we fail and fail miserably.