Salespeople who do not actively cultivate all customers by demonstrating the extent of their knowledge and serving as a helpful resource stand to lose business. I know my customers like I know the back of my hand. They were the only ones permitted to make direct contact. While knowing customers is essential in selling, it is extremely dangerous to assume that knowing implies having a hold on the customer. 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.