We sell everyday, to everyone, including ourselves, on things we want to do or things we want others to do.
The most important things we want to remember is to ask questions. These questions will need to be from your desired results working backwards. For example: if we want to close a sale, which is the final goal, we want to know what kind of people will want our products, then what kind of problems those people have, then our product help solve those problems. These are the questions you want to be able to ask and get answers from your perspective "client".
Genuinely care about our client and ask questions to find out what they care about, their needs, their pain. By doing this, we can establish common ground/rapport that will help with furthering the conversation. It all comes back to the following quote: "They don't care how much you know, until they know how much you care."
After spending some time with this book, I realized I disliked the way the author's style of writing. There is a lot of mixing of "general feel good" writings, and it's very distracting. It may work for others, but it doesn't seem to be a good fit for me. I may come back to this later, but it'll be a wrap for me for now.