Marketing and advertising is a billions-of-dollars-per-year industry; if something is to be sold, you can guarantee there is a team of people behind it, trying to figure out the best way to make you want to buy it. Not that this fact on its own is bad – that’s the nature of the buyer/seller relationship. It’s a dance; they try to entice you to purchase their product, and you try to get what you need while letting go of as little cash as possible.

One of the most widely employed selling strategies is the concept of the “deal”. Simply, the “deal” is supposed to be an occasion where you, the buyer, have the opportunity to obtain something you want for less money than you would normally spend. In reality, the idea of the “deal” is one of the strongest, most easily manipulated, and least understood marketing techniques around. It’s only logical to always be on the lookout for a deal when making purchases of any size…but how do you know when you’re actually onto something good? Often, what is being sold as a “deal” is really an inferior product, or was being sold for too much in the first place, or the “deal” is ridden with all kinds of hidden catches and fine print that, in the end, isn’t much of a deal at all.

Here are a few points to consider when analyzing the legitimacy of a “deal”:

1. What’s the motive?

The very first thing to consider when looking at a deal is why it exists. Let me start by saying that not all motive are bad. For example, maybe a car wash is offering a serious discount on services to first time customers. Most of the time, introductory offers like this are meant to do just what you would think – attract new business – and usually the great deal will withdraw after a set initial period, and then regular costs come into the picture.

Whatever the “deal” situation is, you’ll want to try and put yourself into the sellers/advertisers position. Think about what their goal is, and how they’re trying to achieve it. That’s the fastest and clearest way to understanding what you’re really getting yourself into.

2. What’s the commitment?

Let’s go back to the introductory offer scenario: these kind of deals can be really great. You get to try out new businesses and services for a discounted rate, and you might end up finding your new favorite hair stylist (or whatever.) But before you dive into it, this is one place to look for fine print. You will want to be sure that accepting their offer thereby obligates you to things like repeat visits (which will almost always be at regular price), multiple purchases – anything that commits you to their services or products for a period beyond the initial “deal” phase.

3. Ask for the actual, real cost.

Cell phone providers and car dealerships are just two examples of businesses that are notorious for hiding taxes, add-ons and fees to sales, instead focusing on the one part of the purchase that sounds like a good deal, such as a low monthly payment. Don’t be afraid to ask for the actual, final, out-the-door cost of something. Don’t think it’s being rude – never compromise your integrity as a consumer just because you feel awkward about interrupting their sales pitch. If someone is hesitant to answer that question, there’s probably something a little shady going on.

4. Go with your instincts.

This is the bottom line with “deals” and sales situations in general: you’re going to know when something in the water ain’t clean. One of the biggest tip-offs is feeling like you’re being pushed or rushed. If something is of a genuinely good value, the person selling it will have a relaxed, confident demeanor because they know they have something that people should want, and will want. If you feel like the salesperson is rushing you to the checkout, they probably want to get your money before you start reading the fine print. If, however, you’ve asked all the questions, checked with other sources, and feel comfortable, then go for it – real deals do exist…you just have to know how to spot the fakers.

What have you found?

The marketing tactics and the hidden parts of “deals” are always evolving as consumers become wise to the old tricks. What kind of genuinely great or creative deals have you encountered? Have you run into any that were flat-out devious buyer-beware situations?