Let’s listen in on a portion of a sales call. Jennifer, the salesperson, is talking to Maxine, the buyer for a medium-size electronics firm with branches on the East Coast. This is Jennifer’s first pitch to Maxine.

Jennifer: What I think is interesting about our product offering this season is that we have adopted a policy of guaranteeing service representatives make on-site visits in the event of problems within 18 hours to select cities during periods of heavy traffic, such as from November through the end of December. The normal cost of those service calls is discounted.

Maxine: That is an impressive benefit. How much is the discount?

Jennifer: It depends on the city and the volume of product, but it ...

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