The direct model approach also allowed Dell to get rid of distribution channels and retailers, which cut a lot of costs for Dell and resulted in being able to provide their customers with laptops at a very reasonable price. Allowing customers to customize the performance of their own laptop also helped Dell to offer reasonable price for each of their customers because the customers can minimize their laptops capabilities in a way that will fit their budget. The ability of Dell to provide relatively low-priced laptops to their consumers gives them a great advantage. Also, by giving their customers payment options, such as monthly payments, it made their pricing even more attractive.