The water-purification business, Ron explains, includes “everything having to do with storage, transfer, and the treatment of water,” including a “variety of different types of pumps, storage tanks, water softeners, reverse osmosis units, and components for all those.” Even though Ron has been in business full-time for only three years, he has more work than he can handle, most of it acquired by referral. Customers are thrilled with the service he provides, and they’re impressed with his savvy about water purification. Ron has a chemistry and physics background, and also holds a master’s degree in educational counseling. He taught

high-school science for over 25 years before starting his company. In addition, he had worked part-time in water-purification services for over 15 years. Yet he is not a typical salesperson. He wins business by searching for expert information and then genially teaching it to his customers.