Interesting article - it harkens to my desire to find stores/vendors who can truly tell me about a product (without resorting to quoted marketing-speak) and if it will satisfy my needs.

While I don't think it's practical that every single customer needs to hear a complete breakdown of an item vis-a-vis their needs (some customers simply want to purchase something, and sometimes I'm just looking for a new gizmo!), it is refreshing to encounter an informed individual instead of the typical "big-box store with minimum wage sales 'associate' that barely has a clue" experience. (You're called an 'associate'? But you don't know anything about the products, nor do you seem to care if I purchase something from you. I think you're really a "clerk", which is fine in certain situations if you're doing a basic job or just biding your time until something better comes along).

Recently we purchased several thousand dollars worth of hardwood flooring from a specialty store instead of going to one of the chain stores for a "deal". While some salespeople at a couple of the chain stores were fairly informed, the specialty store has been very helpful and a source of great information - even when faced with people such as ourselves who were doing a first-time installation. We showed a willingness to purchase the right materials and tools, and listened to their advice (instead of countering with "well, the guy at Big Box Discount said I could get away with doing X").

Give me your opinion on the product's strengths/weaknesses/suitability, don't give me the standard "trying to close a deal to reach this month's commission threshold" speak. Sadly, many companies think they need to operate like the latter case.