Interesting. especially because the example was about garage door openers. back when I was selling GPS tracking systems for businesses one of my standard benefit claims was always, "you can make more service calls per day" and thus more happy customers and more profit. Talking with the business owner he allowed that a blown "cold call" like yours would cost him maybe $200USD. He also estimated such missed opportunities happened once every month or so. That's a minimum of $1200 a year if my math serves me. The tracking system ... which he opted not to buy because it "cost too much" would have cost him a total of $40 a month ... almost $800 clear a year by _his_ numbers, not mine ...perhaps the agencies that license businesses should impose a 4th grade math test as a prerequisite?

It's not what a piece of equipment or an ad or a website _costs_ it's the ROI you get from it. If you do nothing with it, you'll for sure get nothing back.