That is, they can see right through a sales pitch. Consider an article we found at the Houston Business Journal website:
Good penny pinchers don’t trust big companies. We don’t believe their claims. We know the difference between a sales pitch and real life. We know that inside those walls, big companies are just as screwed up as we are! Probably worse.
Customers are more informed than ever. Aside from personal experience like Mr. Marks talks about, this whole “internet” thing is actually catching on! Customers can get prices, failure rates, and competitive options with relative ease, and sometimes the customer knows more about your product than your actual sales people (try asking the typical sales rep at Best Buy the different between a 1080p and 1080i HD TV – it takes less time to read it on Wikipedia).
