I was recently in Key West relaxing for a few days and after a great dinner and a few drinks I stumbled, literally (lol), into a store and was immediately struck by two Italian watches in the front case, and I love watches. The first one I asked to look at was $3000, (gasp) so I then asked to see the one beside it which was the same brand and had a similar look…it was $695.They obviously use the $695 watch as the switch, looking like a huge deal in comparison to the $3000 one. Interestingly that comparison did work on me, and I almost bought as her presentation was effectively showing me that the lower price watch was very similar to the higher price watch other than a couple of “inconsequential” features.I know a bit about watches, but had never heard of the brand, so I asked a few more questions than I normally would. Then, I asked an important question, her body language shifted (so I knew she either totally lied or was simply very ill informed and unconfident) and it simply didn’t make sense to me. So I asked her to double check. She called my question out to her partner, and he said in a sheepish way that I was right and she had made a mistake. So what happened from here? I lost all confidence in everything she had told me prior to that, felt like I was making a potential mistake in both buying from her and buying that watch (which I was 99% ready to buy) and left saying I was going to go for a walk and come back later.What’s my point? Many of the questions customers ask us when we sell them cars are actually credibility tests. They either know the answer to their own questions or think they do and are looking to see how we answer them. What should she have said when I asked that question? “Thats a good question, I think it’s —–, but to be sure, let’s double check together.” You see, it wasn’t the lack of features that killed the sale, and it wasn’t the price, it was her lack of credibility and my subsequent lack of confidence.