You may know your customers but you may not know what they are doing and thinking. Salespeople are no longer the only source of information for customers. The most dangerous assumption is to act as if a customer is satisfied, loyal, and not looking elsewhere. When it comes right down to it, it's always price. Let's face it.
Customers are only interested in price.
While there is always some price sensitivity, what customers really want is value for their dollar. However, this does not mean their only interest is price. If that were true, no one would be writing with a Mont Blanc pen. Bob Mulrooney is successful in selling dealers on Agway equine feeds against lower priced competitive feeds because he educates them as to the differences in the products. Customers want value for their dollar.