Common Ground

“A compromise is the art of dividing a cake in such a way that everyone believes he has the biggest piece.” — Ludwig Erhard, politician and former chancellor of West Germany

Key Ideas:

• Common Ground is a state of overlapping interests between two or more parties.
• It’s far easier to reach Common Ground if you understand the needs of your Probable Purchaser.
• Aligning interests is critical to reach Common Ground, and consequently, a Transaction. Sales isn’t about convincing someone to buy what they don’t want.
• Negotiation is the process of exploring different paths to reach Common Ground. The more paths you explore, the more likely you’ll find interests that overlap.

Questions for Consideration:

• How much common ground do you have with the party you’re negotiating with?
• What do they want, and how can you help them?
• What potential options could you explore?