Kṛṣṇa deputes some of His confidential devotees to help the people to become Kṛṣṇa conscious: "Please go and tell him this." The spiritual master is, therefore, external manifestation of the Supreme Lord. And internally He is sitting there as Paramātmā. So both ways, He is helping. And because the business is Kṛṣṇa consciousness, therefore there is no difference between the external teacher and the internal teacher. Because the teaching is the same.
Therefore Viśvanātha Cakravartī Ṭhākura . . . sākṣād-dharitvena samasta-śāstrair (Śrī Śrī Gurv-aṣṭaka 7): "All the śāstras, the spiritual master is accepted as directly Hari, the Supreme Personality of Godhead," because he is carrying directly the message of Hari. Then again it is explained . . . Then Māyāvādī will say, "Then I am God. Because I am carrying the message of Kṛṣṇa, therefore I am Kṛṣṇa." No. Kintu prabhor yaḥ priya eva tasya.
Not that he has become Prabhu, or God, but he is very dear servitor. Kintu prabhor yaḥ priya eva tasya. Because He is carrying an important message, therefore he is very confidential.