When marketing to a customer, there are a series of extra considerations that has to be made.

a) Other participants in the buying process

Sometimes, it may seem that one party may be the key decision maker but another party exerts a very strong influence in the decision making process. When buying my EC, I let my wife be a primary decision maker, I just make sure that the final decision is within my financial budget. Fortunately, almost all my customers for the training program show up for my previews alone and there is only one key decision maker to take care of. A variant of this arrangement is when one person gets to make a choice subject to the veto power of another. This is common in toy sales.

The downside of simpler decision making is that I seldom meet couples in my training classes, advising them to split up and