For decades, our industry has touted the three-legged stool for success: good product, fair price, great service. We’ve all believed that offering the market-standard products that meet customer expectations, along with competitive pricing and good service, will bring us growth and profit. Why then are we constantly barraged with the underlying objection of price, and how can we perceive our service is great, yet lose business? 
 
It’s really about buyer sophistication. Think about professional buyers…actually just look at your own buying practices. We, each and every one of us, are professional buyers…shopping professionals! Every day, we “value” ...