#IronSharpensIron: How B&H Builds Customer Relationships Beyond the Sale

Selling consumer electronics at retail (or online) is a tough business; customers are price-sensitive because they know that the product they want is the same no matter where they buy it from. Businesses with retail storefronts can try to work in the service angle, but regular consumers generally just want the product. Online, it’s even harder: a lower price is just one click away (aided by price-sorting search engines), and if a buyer doesn’t have any particular loyalty to your company, they’re often going to go where they can get the best price and free shipping. So how do sellers stand out from each other and compete on more than just price?

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