A long time ago, I taught sales to new Xerox sales reps. The main focus of the course was twofold : feature/benefit selling and top down selling. Bob just gave a terrific example of feature/benefit sale. Top down selling is you ALWAYS start at the most expensive , the theory being you can ask for less later. If you start at ,say, $100.00, it becomes almost impossible to ask for $150.00 later , but you can always make a deal at $90.00. If you start at $150.00 then come down to $125.00 then The customer perceives they got a deal and you didn't lose anything.