" again?” To which you reply, “Oh, it’s only three thousand dollars,” and you say no more. Alas, you just committed sales hara-kiri. Why? Simply put, you’ve just created a scenario where there’s $3,000 worth of energy going in and zero benefits coming out, not because those benefits don’t exist—in point of fact, they do—but because you simply forgot to remind the prospect of them at the same time you asked them to tap into their energy reserves. In other words, the fact that you laid out the benefits three or four minutes ago when you asked for the order for the first time has no bearing on the energy in, benefits out equation a few minutes later, when your prospect gave you a buy signal. "

― Jordan Belfort , Way of the Wolf: Become a Master Closer with Straight Line Selling