One of the biggest communication problems is the “twisted frame.” We all have our own "frame" (or lens) through which we see the world. The problem, however, is when you try to see the world through someone else's frame, or allow someone to see the world through yours. When this happens, the frame gets twisted, and sometimes we don't even realize it.
Oftentimes, salespeople try to force their own frame on others, without ever truly listening to them. This can work in some cases, but it does not make you a good salesperson. It just makes you good at pressuring people.