Anyone who has ever visited professional service providers such as doctors, lawyers and business consultants knows that the encounter is not all about price. Sure, price may figure in the ultimate decision but the tipping point is the emotional connection between the company as represented by the service provider and the client. This bond sometimes conjures emotions such as confidence, fun, pride, excitement, and in some cases, confers a certain status symbol or lifestyle. All of these create a perception of superior value in the mind of the customer.
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