Who Is the Buyer, Anyway?

Alan Weiss's The Uncomfortable Truth® · Mar 2, 2025 · 10m

SHOW NOTES Let's stop using inaccurate terms, such as VITO (Very Important Top Officer) or "C-suite," which doesn't actually exist. Let's focus on real buyers. And that also calls for accuracy. A small business owner is a small business owner, not a CEO. That buyer has differing frames of reference and motivation from an executive in a large organization. Trust and credibility are reliant on understanding those distinctions. Titles are midleading. I've found a lot of vice presidents who can't buy, and a mid-level director who spent $250,000 with me every year for ten years. Budgets and money…