Gil's Tire: "Well certainly sir, I can get your tire fixed in twelve minutes ... just go ahead and write me a check for twenty thousand dollars."
Fly Guy: "$20,000! That's insane!"
Gil: "No sir .... it's the middle of the night. Go ahead and try, none of the other repair guys will even answer their phone this late."
Fly: "It's just a tire!"
Gil: "Oh no sir, you've already explained to me that if this tire doesn't get fixed quickly you'll miss your flight. And you've said that if you miss that flight you'll miss your contract signing and you won't make the sale. You'll personally be out $25,000. That being the case I think it's entirely reasonable that I charge you $20,000 for the service. After all, I'm saving you $5000."
Fly: "It's just a tire, you do this all the time and $20,000 is a totally unreasonable amount of money."
Gil: "I think we are focusing a lot on price and what I didn't hear at all was the value that you're getting through the way I'm enabling you to save your deal. Now you can make out the check and we'll get this done ... write it to me personally .... My name is Gilead."