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In this video, the presenter discusses strategies for addressing customer objections when they claim a price is too high, introducing a technique referred to as the "unfair advantage" to shift the customer's perspective. The tutorial will outline key pricing strategies essential for handling negotiations effectively. The presenter emphasizes the importance of mastering four foundational concepts for salespeople, particularly in the automotive industry: price, trade, payments, and customer hesitations ("I'll get back to you" and "I need to think about it"). The video aims to equip viewers with skills that can significantly enhance their sales approach.