Price shoppers typically want the value and don’t want to pay for it. The following story can be used to break the ice with a Prospect who wants a lower price. A man has a raging tooth ache. His face is swollen and the pain is intense. He makes an appointment with a dentist. The dentist looks at the tooth and explains to his patient or prospect if you will. The gums around the tooth are badly infected. If the tooth isn’t removed the infection can spread to the surrounding are