The writer details his own experience of car buying by sending an e-mail to multiple dealerships requesting price quotes. Sending an e-mail to numerous dealerships puts them on the defensive as they try to win your business. Now the sellers see you are comparing prices and in turn, you are portraying customer A, someone who has a low willingness to pay. They also realize they are competing for the lowest price. The writer was able to maximize his low willingness to pay portrayal by using his student e-mail account, as students tend to be grouped with a low willingness to pay. Ultimately, he received a wide range of prices for the same model of car and ended up seeing some enticing offers before he even walked into a dealership’s