You must use discipline and technique to go deeper with you customers. Deeper knowledge, deeper relationships, and deeper solutions. Your courage in digging deeper and peeling back the layers of the onion will separate you from your competition. People like people who are like themselves. People buy from people they like.
People buy, therefore, from people like themselves.
Therefore, be like them. Treat each of your customers the way he wants to be treated. We're not talking about anything so important as spiritual issues here, but the principle still applies. Study each decision maker, and respond to him or her in the way in which he or she wants to be treated. Remember the chameleon.