Their reasons, not yours

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I’m always amazed at how often people who need something fall into the trap of talking in terms of themselves vs. what the other person wants.

Dave Lorenzo must have been reading my mind when he stated as one of his five tips to become a master persuader, “Figure out what he wants, and focus on how you can deliver.”

Despite the multitude of trainers exhorting sales professionals, the books, the articles, the seasoned veterans advising their newcomer-colleagues, we generally stink at talking in terms of the other person instead of ourselves.

Presentations are still full of “me” and “I” and “our company” and “we.” They should be filled with “you” and “your” and “your company.” People don’t care about you unless you care about them first. And if you’re in a position where you need something from the person you’re communicating with, it’s on you to talk in their terms.