Most products are simply commodities to customers. If it solves their needs, there is no difference between one company over another.
As such, the key to getting the sale is to provide the best total customer experience. This will not only increase company revenue, but add profit to your business as well. By auditing the various customer experiences within your business, you can learn how to improve the ways your business interacts with its customers. An audit will also give you valuable insight into your sales, inventory, vendors and customers.