Sam, a buyer for a small warehouse company, is looking to purchase a forklift from caterpillar or komatsu. He is looking for a reliable, narrow forklift to fit between the warehouses’ smaller aisles and that is a lower price. Sam doesn’t need added-on services; he is well-versed in using and maintaining large equipment. He evaluates the forklift types and decides on a komatsu. Sam chooses the komatsu for its perceived reliability and it is $1500 less than the caterpillar forklift. Which approach that komatsu took was a success for sam as a customer?.