I just sent out letters to some of my prospects asking if they want something more than a transactional experience with their Autodesk Reseller. We shall see the type of response I receive. My gut tells me that people do want something more than a transactional experience. At least that is what I try to accomplish– I know my customer’s names, I call them regularly, I let them know what’s going on in the industry, I send them links I think they may enjoy. When the time comes they need something, we make sure it’s the right decision and the right solution before proceeding. It’s anything but transactional!