I’ve mentioned elsewhere that I am continually interviewing customers for our clients. And I always learn something constructive when I do. In a recent interview for a client who sells office furniture, I interviewed a woman who ended up buying a chair for her son, who was going to college. As she described her decision-making process, I was reminded again how buyers have complete control over the process, unlimited resources, and a massive advantage over those selling, because they know everything about what they want.
