Bill Gates is right on point here, but there is another important issue. The buyer finds the seller via the Internet because he has started investigating his options. Your prospect will not only find your company but all others with a similar product or service. Without clearly articulated differentiators, the buyer is in the driver's seat and sellers will compete on price alone.

Your website and inquiry response processes will have to clearly articulate your competitive advantages. Review each and see how long it takes for you to find what makes your company special. Are those reasons different from your competitors? If not, it's time to get to work. Read Creating Competitive Advantages by Jaynie L. Smith and define or develop reasons for customers to pay your price.

"The Internet will help achieve 'friction free capitalism' by putting buyer and seller in direct contact and providing more information to both about each other."

Bill Gates
 

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