Why you shouldn’t base buying decisions on relationships

People buy from people. Or so the saying goes. But here’s a question: If that’s really the case – and a number of proof points say it is, both empirically and anecdotally – should it be?

There are dynamics in any buying/selling relationship. Some are the classic type you’d find in an economics text book. There is demand and supply, negotiation and a price or range of prices at which a deal can be struck. There are hundreds of other aspects, outside the basics. (And plenty of books to tell you all about them.)