23. The Law of the Customer

The customer always acts to satisfy his or her interests by seeking the very most and best at the lowest possible price.

Customers practice economic calculation in their choices. They seek to maximize their purchases and to minimize their costs, or outlays. Customers always attempt to get the things they want the fastest and easiest way possible, right now, at the lowest possible price.

This is not a problem. This is merely a fact of business life. Customers want the very most for the very least, and they will buy from whoever they feel can best give it to them. And they are always right. To survive and thrive in business, you must deal daily with completely self-centered, capricious, impatient customers who want ...

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