² Let me make it clear that I’m talking about legitimate corporate buyers, who are usually line managers or executives. I’m not talking about meeting planners, who often are solely concerned with saving money and audience ratings because that’s how they themselves are evaluated by their company. Line managers are paid to get results, and money is seldom an object if the results are significant enough. For an in-depth discussion of buyers and approaches, see my book Million Dollar Consulting: The Professional’s Guide to Growing a Practice (New York: McGraw-Hill, 1992, 1998, 2002, 2009).