Solving the buying equation

12 June 2008

At yesterday's procurement solutions for the public sector conference in London, business author and speaker Philip Hesketh spoke on "the psychology of persuasion and influence". `According to Hesketh, reputation is just a equation: 


Reputation = Experience (the experience people have of you) - Expection  (what is expected of you). 

What other equations have you come across that are relevant to buyers? 
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