You should simply call it: "11"
Reliable Gun: The sale is so good it goes to eleven. Look, right across the board, eleven, eleven, eleven and...
Customer: Oh, I see. And most sales are rated up to ten?
Reliable Gun: Exactly.
Customer: Does that mean it's better? Is it any better?
Reliable Gun: Well, it's one better, isn't it? It's not ten. You see, most blokes, you know, will have a good sale at ten. You're on ten here, all the way up, all the way up, all the way up, you're on ten on your sale scale. Where can you go from there? Where?
Customer: I don't know.
Reliable Gun: Nowhere. Exactly. What we do is, if we need that extra push over the cliff, you know what we do?
Customer: Put it up to eleven?
Reliable Gun: Eleven. Exactly. One better.
Customer: Why don't you just make ten better and make ten be the top number and make that a little better?
Reliable Gun: [pause] Because our sale goes to eleven.