In the hospitality industry, the face of sales is changing. "This business is as much about relationships as product. You have to have an open relationship to understand what their needs are. We work very hard to talk to customers and have a real relationship with them because it makes everyone better that way," said Shannon Davis, VP of sales, Selamat Designs. Another technique some suppliers are using is to create visual e-mails to quickly show products to prospects so their messages don't let lost in a sea of text e-mails.