You are a salesperson for the Ritz-Carlton. A pharmaceutical company has contacted you about having a product introduction and information session for a new drug. It expects 100 medical doctors to come to the event. They are considering your hotel and another hotel. The other hotel is an independent brand equivalent to a business hotel such as a Marriott, Hyatt, or Hilton. The bid at the other hotel is 10 percent less. Your manager has told you not to lower your price. How would you overcome the price objection and close the deal?