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price is still too high then I would go to this one well now let me ask you are you concerned about the cost or is it the price that you're concerned about and a lot of times they would throw a world what's the difference now I would always use and incidentally the reason I move to the board and what I encourage you to do any time you see me use this board to illustrate a point or use graphics to illustrate a point that says to you that you need to be letting your prospect see you writing something when you're showing figures and the reason is we've been conditioned to believe what we see and doubt what we hear now if they see it and hear it see it as logic here it is emotion you put the two together and you got a better chance of making the sale so the prospect says well what do you mean is it caused our price we're concerned about then I simply saying here's the example I use because it happened in my life I encourage you to get one out of your industry that specifically fits you I'll say well now when my son was six years old we went down to the swim bicycle place to get him a bicycle they told us it was sixty four ninety-five well years ago that was an enormous price to pay for a bicycle just the teaser six-year-old how to ride he gonna tear it up anyhow so I went down to a discount store and there are priced a bicycle for thirty four ninety five now this price is obviously considerably less than that and again I'm showing them they're seeing it in hearing it now there's a nice little bicycle about sixty days later we went back to that little bicycle store because we wanted to get the handlebars replaced and they said well you know it's in warranty I'm not gonna come see anything well thirty days later we had to go back and get more new handlebar no longer warranty and so now the price is four dollars and 50 cents higher and at this point we have got MSC fourteen nine thirty thirty nine dollars and forty-five cents invested in that bicycle well about three months later the entire sprocket apparatus the brakes and all of that came completely cuz if we went back to the little bicycle store and this time it came to roughly fifteen dollars and now we've got fifty four dollars and forty-five cents invested in that bicycle well about a month later the bearings in the front wheel wind cause if we went back down a little bicycle store and they said it would be about five bucks I'd forgotten I threw in the towel at that point and I said no way then we went and bought the swim bicycle for 6495 my six-year-old son rode that bicycle he raised the handlebars took the fenders off and made a dirt bike after about five years out of it he rode that bicycle regularly for the next five years and periodically he rode it for 10 years the only other expense we had literally were two tires for that bicycle now let's look at what I've just said the price of this one was considerably more than the cheaper bicycle the cost of this bicycle right here for six months it cost us fifty four forty five are nine dollars per month to him for him to ride that bicycle in ten years this bicycle cost 6495 are the cost was six dollars and fifty cents per year now mr. prospect let me ask you again is it price or is it cost you're concerned with now the reason I stress that so strongly is simply this a lot of people can be this own price but nobody can beat us on cost and since price is a one-time thing and cost is a lifetime thing don't you really want the best possible lowest cost that really is effective