Adding Premium Options for Customers

Organizations and customers are rarely on the same page regarding value (utility) and cost. There are often vastly different perceptions on both sides of any purchase. Sellers tend to equate the size of the customer's wallet with their own. Buyers, on the other hand, buy for reasons other than price more often than sellers realize. For example, buyers often opt for convenience over price. Finally, the difference (delta) in price between two competing options is highly subjective in any non-commodity market....

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