There may be debate about whether this should be the last segment in this four-part series, or the first. There are many myths that work against playing Win/Win, one of which is a “Good seller can sell anyone.” This assumes your offering is universally useful/valuable at any given time and many sellers labor under this false premise.
In this video Barry Trailer outlines how this belief actually hobbles sellers, rather than freeing them to pursue better opportunities. Courage and compassion are also presented as necessary attributes to establishing and maintaining Win/Win relationships.
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