When I began working in medical devices relationship selling was everything. That is rapidly changing to value based selling and those not willing to pivot will get left behind. This is a very good overview on the subject. I particularly like the cautions on CRMs. While its important to have a system to track your customers, over cumbersome CRMs can be a huge time consumer and take away from what's really important--time with the customer. This is rarely talked about but something I've experienced at multiple companies.