Intersecting Self Interests

I hate to break it to you, but your customer probably doesn’t care if you made your quota last year.  Nor does he care if his last purchase helped your company beat its Wall Street estimates or paid for your kid’s private school education.

Your customer, like everyone else on the planet, is self interested.  He’s interested in things like getting himself promoted, keeping his boss happy, protecting the status quo, and meeting budget constraints.

Fortunately for you, there are interests in every transaction that you both care about:  things like an acceptable price, meeting a compelling event, and finding a solution that solves a business need.  Focus on the overlap of these self interests, and you’ll find the catalysts you need to get the deal done.


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