If You Win, I Win
Walk into a meeting with the buyer with the attitude that you have everything to gain and nothing to lose. You can’t walk out any poorer—no one is going to take your money, and you’ll have learning experience no matter what. You can walk away enriched with a new client.
If you view these encounters as adversarial relationships then you’re going to lose more than you’ll ever win, and the “wins” will not be very enduring. If you view them as an opportunity to provide value and improvement, then you’ll win more than you lose.
Marketing is, above all, a mindset. The good news and bad news is that you control that critical factor.