If you sell an on-demand product (SaaS, web app, etc.) you need to get your head around this.

Buying decisions will be made not on how good or efficient you are at selling but at how amazing you are at support.  In a world of monthly subscription business models, lots of alternative products, and relatively low switching costs, you are in the renewal business. Happy customers renew.  

With such little friction to try your product, form an opinion, and measure your value, you are left with differentiating on how you support those efforts.  Support is not an afterthought or a cost center.  It is now the way you will engage, amaze, and retain customers.  

Gone is the sales pitch and scripted demo.  We live in a world of instant access and "let me try it first, I'll contact you with any questions." 

Listen to what people are saying, engage quickly, resolve problems diligently, and make support the core of your selling activities.