I read somewhere that there are 4 basic sales relationships.  But I can only remember 3 of the 4. 

1.  Some people are relationship buyers.  You are friends.
2.  Some buy only on cost - the bottom dollar.  You are the cheapest game in town.
3.  Some buy only from the most knowledgeable seller.  You are a subject matter expert. 
4.  (I don’t recall).

So your job is to figure out how to approach your customer.