Lloyd George, Great Britain's Prime Minister during World War one who stayed in power long after the other wartime leaders had been forgotten, was asked how he managed to remain on top for so long. His response, he had learned that it is necessary to bait the hook to suit the fish. In other words give people what they want, not what you want. Don't bait the hook dessert, bait it with worms.
Of course you're interested in what you want though, but no one else is. The rest of us are just like you, we're interested in what we want. To convince someone to do something, we have to frame it in terms of what motivates them. In order to do that, we have to be able to see things from their point of view, as well as our own. Most salespeople are gonna spend their entire life selling without seeing things from the customer's angle. And they're gonna spend their entire career wondering why they're not successful as they completely ignore the customer's needs.
If we can put aside our own thoughts, our own opinions and wants, and truly see things from the other person's perspective , we'll be able to convince them, that it's in their best interests to do whatever it is we're after. Now the world is so full of people who are grabbing and self-seeking, so the one individual who unselfishly tries to serve others has an enormous advantage, they have little competition.
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