When having a conversation, it’s easy to get wrapped up in what you need. You’re angry so you respond with anger. You’re frustrated so you respond with frustration. You want to make a sale, so you push for a sale. It makes sense, but it’s not effective.
To ensure your communication is effective, ask yourself a question: what is going on for the other party? Then, ask yourself another: what can I do or say to help? By focusing on the other person’s needs, it is easier for the the other party to hear and understand what you are saying. It avoids the defensiveness that consumers pt up when faced with a salesperson, and makes the person you are communicating with feel good, which makes them more receptive to what you are trying to tell them.