The rules have changed.

• Now, the customer is in charge.
• She is no longer captive.
• She should be enabled.
• She should be empowered.
• She needs transparency.
• She needs knowledge and information.
• She needs pricing if she is to make an instant online decision.
• Demonstrate you authority and knowledge of the industry
• Pointing her to resources outside of your site
• Make it easy for her to do business with you.
• Make it easy to stop doing business with you.
• Make it easy for her to come back to doing business with you.
• Most importantly, don’t make her think.