The question of fixed versus variable extends to many fields. Fixed opinion versus variable opinion and fixed prices versus variable prices are just two examples. The presentation shows how answering the question of fixed versus variable prices resulted in generating creative selling ideas.
One idea is to make the fixed price approximate zero. The customer divides the benefit over cost. If the cost is zero then any minor benefit gets leveraged to infinity. Dr. Anani gives an example of an ad that was given as a gift to an international firm. The ad cost the company nothing. So, dividing the small benefit over zero cost to the client magnified the return. Not surprisingly, the client turned into a faithful partner.