There are two kinds of buyers out there. Transaction buyers look at your company as just another vendor. They�ll buy from you on price or convenience. When a lower price or more convenient process comes along, they�re history. Relationship buyers view your business as an organization they can trust. They buy from you because you consistently overdeliver on service. Relationship buyers purchase more frequently and in larger amounts than transactional buyers. As the person in charge of customer service, it�s your job to help your reps create relationship customers.