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Maximum Influence, 2nd Edition by Robert G. Allen, Kurt W. Mortensen

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CHAPTER 12

The Law of Contrast

How to Make Price (or Time) a Nonissue

Price is what you pay. Value is what you get.

—WARREN BUFFETT

What if you brought your to your mechanic, and he told you that you might need new brakes, a new transmission, a new fan belt, and that the timing sounds off? You go away thinking, “Oh, man! I’m sunk. I might as well just buy a new car.” Then, when you come back, he tells you, “All you needed was new brakes.” You feel unburdened, having to pay only $300 for what could have been a $3,000 repair job. Now imagine if the mechanic had given you an estimated $300 and the bill ended up being $3,000.

That is the Law of Contrast ...

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