Companies don’t purchase anything. Although, we talk like they do. “We received a PO from Acme today!”. “How much business has Acme done with us YTD?”

Humans purchase things. Humans buy things on behalf of the company. Humans buy things to take care of concerns they have. ” I want to perform in my job.” “I want to send my kids to college.” “I want my work to be noticed, acknowledged, appreciated.”

What is your human customer trying to take care of? What are you trying to take care of?