One of my jobs is selling cars. Buying anything, and I mean anything, is an emotional process. Even if you're just buying a pack of gum. So, you can probably imagine just how high the emotions must be in order for someone to give me $20,000, $30,000, or even more for a brand new automobile. This means, I have to get them heavily invested emotionally in my product before I can ask for the order. The higher the ether, the more passionately they want what I'm selling, the easier it is to close.