An enterprising optician was giving his son a lecture on the technique of getting the highest price out of a customer.

“Son,” he said. “after you’ve fitted the glasses to the customer, and he asks, ‘What’s the charge?’ you should say: ‘The charge is sixty-five dollars.’ Then pause, and watch for the flinch. If the customer does not flinch, you say, ‘Of course, that’s just for the frames; the lenses will be another seventy-five dollars.’ Then you pause again, but this time only slightly, and again you watch for the flinch. If the customer still doesn’t flinch, you add ‘each.’”

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