Bait the hook, to suit the fish.
‘Personally, I am very fond of strawberries and cream, but I have found that for some strange reason, fish prefer worms. So when I went fishing, I didn't think about what I wanted. I thought about what they wanted. I didn't bait the hook with strawberries and cream. Rather, I dangled a worm or a grasshopper in front of the fish and said, ‘Wouldn't you like to have that?’ Why don't we use the same common sense when fishing (selling to) people?’ - Segment book 'How to win friends & influence people' by Dale Carnegie. (a book I've been rereading)