Most customers are realistic enough to understand that they are going to get what they pay for. Rather than trying to compete on low price alone, concentrate on providing customers with what they need and charge an appropriate price for your product. Here are some things customers like besides low price. Customers prefer an easy relationship with a company, in which they get what they want, when they need it, on time, and in good shape. Customers desire reliability, predictability, and responsiveness to their specialized needs. They appreciate short delivery times, and a quick turn-around between placing the order and delivery. They want genuine savings, which come from advice and assistance relative to the uses and applications of products, not just a low price. A complete line or a full offering of products for their goals always makes it easier for buyers to get the right products at the right time. Salespeople who are thorough in processing everything after an order is placed, intent on making sure that everything is right, and serious about following up on their orders, find that is easier to sell their products at a preferential price. Customers appreciate genuine help from salespeople when a problem arises, and expect a salesperson to be knowledgeable about what they are selling. This knowledge helps the salesperson to assist them in making the best choice in buying a product. They also expect you to know their product line or business. It is difficult for you to help them make a buying decision if you do not know what they do.