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Most people when faced with purchasing a big ticket item feel the need to shop for the lowest price. However, for important purchases of non-standard items, it’s critical to remember that value is more than the purchase price alone.
For example, if you were making a decision about which physician would perform major surgery on you or treat you for a major illness, would you make this decision based upon the cost of the surgery? Most likely, you would decide based upon the reputation of the physician and the experience of his or her staff. You would want to determine the likelihood of success by looking at their capability to deliver good care and you would want a comfort level by knowing this is a group to whom you would want to entrust one of the most important decisions of your life.