The relationship between buyers and sellers is key to growing your business. Here's how to avoid making costly mistakes...Many businesses underestimate the true value behind CRMs and their power to drive sales. If you don't have a CRM in place, consider this: a study from Wharton professor Peter Fader examined thousands of buyers over the course of several years in an effort to see how relationships between buyers and sellers evolve. They concluded that buyers fall into one of these three categories: