It’s all too easy to see selling as an adversarial occupation, pitting the salesperson against the potential customer. Customers raise objections; salespeople come back with answers to address them. Salespeople mention prices; customers push back and try to get as big a discount as possible. Salesperson works for the up-sell; customers parry the offers in order to keep the price down. It’s very back-and-forth, us vs. them, and ultimately win or lose.