What they currently do is answer a few basic questions about product availability, delivery, costs;
What they should do is offer suggestions (we don’t have X product, but product Y has similar capabilities, for a better price; we don’t have this product on stock, but would you be interested in our best selling product for the requested category, which has these advantages and is in stock? do you know an extra battery for that video camera is only X lei? do you know a photo camera works best with a tripod?)
We do need more upselling.
Note: Also see the Yahoo! Group on which I present similar issues: IMRo. To join, email email@example.com and reply to the confirmation email.