I have a running joke with an old friend. We often go extended periods without connecting, so when we finally do, it's common for her to talk at length about what's been happening in her life. After several minutes, she'll say, "But enough about me. Let's talk about you. What do you think of me?"

It's a Bette Midler line from the movie Beaches. And no, I didn't know that. I had to be told. Don't go revoking my Man Card just yet.

It's more than just a funny line, though. I've taught my sales teams this for years: Every decision maker with whom you meet is Bette Midler's character. They love to talk about themselves. In fact, the more you let them talk about themselves, the more they will like you. And they're not even sure why.

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