- Describe three (3) knowledge bases that Michael used to help build trust (Chapter 2). For each, give an example of what he did.
- Describe ICX’s Needs Gap (Chapter 3, pages 57-58). What’s the actual state? Desired state?
- Describe the type(s) of buyer needs that ICX had (Chapter 3, pages 57-59): functional, situational, social, psychological, and knowledge.