I’ve been discussing the concept of improving the client’s condition throughout the first chapter, so let’s take some time to ensure that we’re all clear about this concept.
Here are some keys to guide you in your orientation toward the business:
1. You do not conduct business with “entities.” GE may be a client, and you may be working within the area known as a call center, but someone has purchased your services and somebody constitutes your prospective buyer. We conduct business with humans, not with bricks and mortar.
2. The economic buyer is the person who can write a check. This is not to be confused with feasibility buyers, which are ...