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Forget the other general ledger costs—they're either "sunk" costs or the "costs of being in business." "If we do this job, what immediate application of our liquidity is involved? What goes out of our pocket in the next few days to do that work?" We prefer not to sell at a price below direct cost. That's a kind of rejection threshold. What should we ask as the price, knowing the level below which we don't want to go?
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