Most Americans are clueless and don't say anything, but whatever the
American says in price, as long as it's significantly above the code
price, means a sale WILL be made, it's only a question of how much
profit.
In this case the American says, "No thanks. I was just curious."
"You like the necklace?"
The American is still holding the necklace.
"Yes, but."
"For your girlfriend?"
"Yes but..."
"You very good boyfriend. You love her?"
"Yes but..."
"Then today you take home for $50."
And he walks toward his "cash register." (Two brothers laugh at the
experiences of the third at this moment...every time.)
As soon as the American looks at the necklace, he is officially
locked in the game.
"I'll give you $25 for it." (These brothers who went with you are
so shrewd...)
The American thinks he has just made the savvy move of his life.
The merchant will now freak out. He has to. It's part of this script.
"Are you crazy??...... $40."
At $25 the merchant had locked in a $15 profit but he knows this
will settle at $35.
"I'll give you $30 and that's it." (That Hogan brother is bein' tough
now.)
The merchant looks at the little girl.
"You are a nice boy but you are killing me. $35 and I only make a
few peso's."
"OK $35."
The script is laid out ahead of time. Long before the American ever
walks into the store.
There are a few variations depending on who is walking in and who is
interested in what, but the merchant does this 100 times per day and
has done so for 20 years. He knows precisely what will happen.
He knows this because you were here yesterday when the store
opened and last week when the store opened and last month
when the store opened and last year.
And you are different after lunch than when you arrive when the
store is just opening. The 8 A.M. you is there only to shop.
The 12:30 P.M. you is there to be a tourist AND do some shopping.
The merchant's morning met the customer's morning and they met
together in the open air shop in Nogales...never to meet again.
The American will leave the store smiling to himself knowing that he
got a $95 necklace for $35. He'll go back home and tell all his
friends about how good a deal he got. And he probably did...but the
merchant did just fine too.
There NEVER WAS $95 involved in the transaction.
The transaction was a necklace that in America would have had
$19.95 on the price tag and you bought it at 19.95. Not in Nogales.
In Nogales, you bought a 19.95 priced item for $35 and you feel
like you won big.....
The Merchant operated in the context of expecting the American to
buy. The American customer operated in the context of expecting to
buy and negotiate a great deal.
I've made more than a dozen of these border town trips over the last
30 years and I can tell you that these are some of the best
salespeople in the world. (A stereotype.)
The context of the open air market, with no windows, no security, no
nothing makes you feel certain you will get a good price on
everything you buy.
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And he walks toward his "cash register." (Two brothers laugh at the
experiences of the third at this moment...every time.)
And you are different after lunch than when you arrive when the
store is just opening. The 8 A.M. you is there only to shop.
The 12:30 P.M. you is there to be a tourist AND do some shopping.
