Regardless of your business, there is nothing more important than a loyal customer. In the July/August edition of the Harvard Business Review, Matthew Dixon, Executive Director of Sales and Service Practice at the Corporate Executive Board, published an article entitled The End of Solution Sales. It was based on research conducted by the Corporate Executive Board (CEB) Sales Executive Council (SEC). According to Dixon's article, "Solutions selling is dead in today's market. The Internet has changed the way that customers buy. Most products and services are commodities that are sold for the lowest price and customers no longer want suppliers. They want business partners that can show real value in solving business problems."

In the July/August edition of the Harvard Business Review, Matthew Dixon published an article entitled The End of Solution Sales.

To drive customer loyalty (willingness to buy, willingness to continue buying, willingness to recommend), a supplier must provide insight about a customer's business and educate them on how to compete more successfully. Today's customers are seeking partners that can deliver insight. Owners and managers have a responsibility to ensure that the collateral you build, the scripting you create, and the messages pushed out to the marketplace provide customers with new ideas and techniques that will change their business models.