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I don't have much experience with diesel guys, but I do sell cars at a new car dealership while I'm in college. The hardest thing to get over is people parting with their trade-ins. Its sad how unrealistic some people's expectations are. I had one guy that thought he could trade up to his 2 year old, 35,000 mile truck for an exact new body style without spending a dollar, because we were having an invoice sale. I've never had anyone more angry at me (difference was about $6,000), and I was going to make $50 bucks on the deal, so I didn't really care.
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