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Dear Arthur at 00.13am. Wrong.

Price is always a factor. That doesn't mean people always pay the same but the very fact you have to train to overcome objections to price demonstrates that it is a factor. Whether is it the key factor depends upon the product, service etc but it is always - always - a factor and to suggest, as this article does, that people buying legal services don't even think about price is an utter nonsense. It is most people's very first question.