The problem with metaphors based on warfare and aggressive sports, Doctor Elgin observes, is that such metaphors tend to obscure the fact that even warfare and aggressive sports have their rules of fairness. I'd like to take Dr. Elgin's observations one step further. The final problem with such metaphors is that they also tend to eliminate the practice of the philosophy of win-win in the workplace since in warfare and in competitive sports one side emerges the winner, the other the loser. The solution ought to be obvious. To date, not one of the selling systems I have urged to do so has taken my suggestion, to my knowledge.
Customers are neither the enemy nor the opponent.
Our customers' objections are always implied needs of one kind or another which ought to be inferred as needs and therefore supported. It was the Dale Carnegie sales training which came closest to grasping this when they very early taught the skill of cushioning, that is, of winning agreement. You won't learn anything I haven't already told you. These are the very words I recently heard a salesperson use. An investment like this deserves your thinking.