Understand Your Customer's Desire A generally underrated part of successful negotiations is knowing your potential customer's desire. You've clarified your own desires in the previous step. Now it is equally important to find out what your customer longs for. There is a big difference between what your customer 'needs' and what your customer 'desires'. Desire is more powerful. Appealing to a need will satisfy your customer. Appealing to a desire will excite and delight your customer. Always keep in mind: Desire is the fabric of which dreams are made of. When Apple marketed its first iPods, how did they do it? Did they use the standard 'Super-awesome MP3-player'-pitch of their competitors? Of course not. They came up with something simple and brilliant: They invented the slogan '1000 songs in your pocket'. BAM! The rest is history. Understanding your customer's desire makes all the difference. Answering the question, what desire you inte...