David Sandler said, sales is no place to get your needs met, but too often salespeople get their needs met by eagerly jumping through the hoops their prospect puts down, not for the chance at getting an order, but because they want their prospect to like them.
Salespeople mistake their prospect liking them for success because they have "I/R confusion."
What this means, in simple terms, is they mistake their self-worth or identity (I-Side) with the role (R-Side) they play, like salesperson.
When someone confuses their I-Side and their R-Side they exhibit two primary behaviors
