David Weinberger in his Authors @ Google video about his new book Too Big To Know, makes the point that to convince someone of a new position, you need significant prior agreement when you start, maybe 98%.
As he says in the video, as a Jew, there is little chance he’s going to come to much agreement with a Nazi.
Where does the underlying agreement come from? It’s seldom defined when you meet, and probably not coming from the prospect. So it must be up to the salesman to find it and define it.
It’s easy to find areas of commonality with others. You have to look for it, and when you find it, work with it. Build from a base of agreement to get to a new concept.
Does that change anything for you?
April 10 is the next Capital Technology Management Hub featuring Sales Lab’s Rainmaker 13 - Are You Making The Most of Your Opportunity? 300 seconds of pure profit. The main speaker will be Tom Cooper of Bright Hill Group, presenting How to Deliver On a Project - When Your Team Doesn't Report To You.