third. For over thirty years, I have surveyed my sales audiences and asked Prospects/customers want several things from their suppliers. Fair price, quality products and services, and timely service (not in order of their preference). Surveys of consumers say that most consumers want: timely and responsive service first, quality products and services second, and low price third. For over thirty years, I have surveyed my sales audiences and asked uality products and services, and timely service (not in order of their preference). Surveys of consumers say that most consumers want: timely and responsive service first, quality products and services second, and low price third. For over thirty years, I have surveyed my sales audiences and asked ference). Surveys of consumers say that most consumers want: timely and responsive service first, quality products and services second, and low price third. For over thirty years, I have surveyed my sales audiences and asked ponsive service first, quality products and services second, and low price third. For over thirty years, I have surveyed my sales audiences and asked third. For over thirty years, I have surveyed my sales audiences and asked them what they think is most important to consumers, and the results have been consistent: low price first, quality and service last. We seem to have a difference in perception here!

There are three elements that must be understood by salespeople if they are going to effectively deal with the