A Loaded Bank Account Sometimes Means Bankruptcy is Near

The first thing required for successful communication - be it in sales or something
else - is to find a common interest.

Success is achieved when two individuals agree they have the same goal and are
discussing which of them is going to do what in order for them to reach their
common goal faster, easier and with greater certainty.

If the person you are talking with feels, even slightly, that he has been cheated
or that you took advantage of him - by him being your means to reaching your
goals - he folds from the game. Often, this other person could be a customer
who feels your greatest desire is selling your product - without considering
whether that product will meet his needs or desires.

If you don't first harmonize, by finding a common interest, you end up creating
a situation wherein each party is engulfed in defending their interests: one
is proving why something is good and beneficial to the other and the other is
defending himself by proving why that same thing is of no use to him and doesn't
suit his needs.

By doing this, you presume:

1) You will convince the other party to accept your truth, or worse ...

2) You can make the other party feel so "good" about the purchase that they will
be back to buy more from you!

This is often impossible. Sure, your prospects may actually buy, sometimes -
but this doesn't come even close to securing a long-term relationship with them
and ensure they will repeatedly purchase from you.

The solution is somewhere else, and a very simple one at that: once you discover
the common goals you and your prospect share (such as ensuring greater success
for your prospect's company), you help him realize those goals.

Mr. Ron is a sports shoe importer. He was always having problems negotiating
with his suppliers. Then he changed something. Before he sat down at the table
again to negotiate with his supplier, he said:

"Look, we all have the same goal - getting your top-notch sport shoes to the
public. Let's not waste time arguing and fighting over petty issues. Why don't
we imagine there's a customer standing here in front of us right now. Let's all
put our suggestions on the table and discuss how each one of us can help make
this customer's decision easier and faster and what we can do to make him want
to return more often and buy more of your shoes from me."

Just saying these few sentences placed him and his supplier on equal and common
ground to negotiate. A few days later, he sent me a note saying this was the
best and fastest deal he ever made. And it was so simple ...

>> How an Importer Cultivates Loyalty From His Customers