What the Market WIll Bear

The proprietor of a successful optical shop was instructing his son on how to charge a customer. "After you have fitted the customer\'s glasses," he said, "and he asks you what the charge will be, you say, \'$10.\' Then see if he winces. "If the customer doesn\'t wince you say, \'For the frames. The lenses will be another $10.\' "If he still doesn\'t wince you say firmly, \'Each.\'"