Every business owner would be wise to systematically (on average once per year) have a full buying experience from their top 3-5 competitors. I also say the full experience; that means if you can get on estimate then get one. If you can experience their company through purchasing their services or products then spend the money and do so. I would also try to return a product or something that would allow you to experience their customer service/returns department. There are times when I learn a lot and times when I just pick up some marketing ideas from their material they gave me but I always learn something.