An average buyer knows that there is not going to be a great difference between products and services you are selling, as opposed to your competitor. Why then would they go with you? The answer is the experience. They are concerned not just about your product or service, but about their experience with you. This means that salespeople are free to choose how successful they are going to be. There are always going to be issues such as product issues, average leads, etc., but the right salesman can make any situation work to his advantage.