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if a handshake with eye contact will do the trick, don't invite them home for dinner. If mailmerge firstname will do the trick, don't call
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value is pre-determined, say, at the lead-generation phase, it's the invisible hand all the way down if you look at it that way
i mean i'm sure not all the numbers are pulled out of asses, but in small businesses, which is all i really know, value < discountability