Almost every book, manual, workshop or tape series teaching selling skills, will at one point suggest that you need to find something in com-mon with your prospective customer or client, in order to produce a trusting relationship. The thinking behind this suggestion is that if you find you have something in common with a decision-maker, somehow a bond or trust will be formed from a shared interest or mutual acquaint-ance. It is true that people buy from people like themselves, so on the surface this selling technique seems like a reasonable method to produce positive feelings in a prospect, customer or client. But, finding something in common with a decision-maker just takes too long in today