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Really like the presentation of Value with the formula.  Often reps will just consider price without looking at benefit, effort, and risk.  I have been adding that into the cost - since tuition is abstract until you get to monthly payments, but it should be considered seperate.  For example, the effort involved in changing routine, or even driving for more than 5 minutes in the valley - all of that should be considered. 

 

 

 

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