This is the way to understand business-to-business selling.
After you’ve left with the purchase order, what does the buyer tell the boss? What does the boss tell the investors or the press?
This helps decode why giant companies like Google or Facebook buy a company or don’t. It explains why McKinsey can charge 20 times as much for consulting as a former McKinsey consultant can. It explains why TV ads continue to be purchased, and why it’s so difficult for a new entity with a better product to get traction.
“What will I tell my boss?” is the key question.
If you don’t have a good answer, the person you’re calling on will default to, “it’s just like we used to have, but cheaper.”