INTERLUDE ITHE YIN AND YANG OF CLIENTS AND PROSPECTS
We tend to use client generically. When I ask people who their ideal buyer is, they tell me “General Electric,” or “utilities,” or defense contractors. These aren’t buyers, they are buildings.
An economic buyer is a person who has the ability to write a check (have a check issued) for your value without the approval of anyone else. When a prospective buyer says to you, “I think we can go forward once I run this by my boss,” you’re not talking to an economic buyer, just a feasibility person. Almost everyone in human resources or training and development is a feasibility person—they have no budgets of their own, they are merely middlemen1 and gatekeepers.
Thus, your ideal buyer may be someone ...
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