This case study is intended to facilitate learning of a consumer behaviour related concept, Construal Level Theory (CLT), through practical application in an imagined sales job. This makes the case valuable to those preparing courses in marketing, consumer behaviour, sales, business to business marketing, and other marketing, negotiation, or psychology related courses. You may choose to assign students to read the paper which the main character of the case reads, Psychological Distance: Effects on Representation, Prediction, Evaluation, and Behavior (Trope, Liberman, & Wakslak, 2007), though the case may be completed without assigning it if needed. The concept of CLT is extremely valuable when positioning products and services as well as when framing value propositions for customers of sales based organizations.