Softening Them Up

Here are nine novel tactics to help you sway prospective customers who think your prices are too high

After our RV broke down for the fourth time in the first two days of our recent vacation, my husband and I dragged ourselves into another repair shop. The repair clerk began his spiel about how much the problem would cost to fix—a lot—and how long it would take—not quick. Hoping for some mercy, we recounted the highlights of what we had already been through. His answer made me laugh: "Oh, then you're already softened up."

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