Effective, persuasive communication is fundamental to building winning deals. When you are understood and believed, you greatly increase your chances of gaining leverage and having your value argument accepted by the other side.
However, we make a mistake if our communication doesn’t recognize two kinds of value:
Company value to the other side
Personal value to the representative of the other side
You generate company value by making the deal beneficial to the customer’s organization. This helps their company’s bottom line or revenues, improves their return on assets, expands market share, reduces costs, etc. In other words, their company is better off for doing the deal. Their corporate or organizational goals are achieved.
But what about the individuals within…