That is important because the very way transactions occur is changing. The nature of the sales process is changing. In the 'commoditized' age we focus on price and differentiation. Unless you are a monopoly some combination of price and benefits are the driving factors in the sales process today. But just below the surf ace we begin to see the real effects of this rapid change.
Smart customers are value conscious when spending their money.
This increased awareness and knowledge has changed the fundamentals of selling. Relationships have become a key in selling. Value hungry consumers know they will have a higher potential return on their investment if they can establish a good rapport with the vendor or seller. Repeated Contacts are needed to establish this relationship. Trust does not come quickly.