Clients are different. What can you offer them to make it easier to negotiate? Probably what most consumers of goods and services want. Let's consider the main customer requests. 1. Quality. More precisely, compliance with the high standards required for significant features of a product or service. Documents, conclusions, examinations, established opinions, and visual demonstrations can serve as confirmation of quality. 2. Functionality. The utility or benefits of a service or product. For example, there are phones with a lot of features that are completely useless, redundant, or simply not needed by a particular client. 3. Price The ratio of price and consumer value of a product or service. There is no concept of "expensive". If the customer knows that the value of the product is great, then the price is justified. It's clear what to pay for. 4. Completeness of assortment. A lot of different things. If you are not satisfied with one thing, then there is always the opportunity to offer another. 5. Safety and guarantee. People care about their health, they want products and services to be safe. Provide security guarantees if this is important to the client. 6. Modernity. Fashionable, avant-garde, innovative. “New” is a word often used in advertising. Chewing gum was invented 60 years ago, its chemical composition does not change, only flavoring additives, but in advertising “orbits” it is always “new”, now with a hare (joke). For many, the main thing is fashionable and new. 7. Convenient payment schemes. Loans, discounts, promotions, savings cards, etc. Possibility of payment by credit cards via the Internet. 8. Exclusivity and uniqueness. Nobody has it, but we have it. For many this is the main thing. 9. The consumer's future economic profit from using the product or service. Tell the client what and how much he can save. What other benefit can you acquire in the future? 10. Individual customer service. The solution to exactly his problems, this client. The product or service is not for everyone, but only for him. Sometimes, just the feeling of exclusivity captivates the client. 11. Availability of additional services. It is easier to pay for a product or service when the client understands that he will receive many additional free or conditionally paid services. 12. High efficiency. In service, in payment, in dispute resolution, in goods return operations. For example, the services of Internet providers are valued for their prompt response to customer requests. 13. Level of emotional comfort during the service process. Men and especially women need positive emotions. When communication is friendly, it is remembered. People want to return to where they felt emotionally warm. 14. Professionalism and competence of the company’s employees. I want to turn to professionals, they know they won’t give bad advice. If there is trust, then there is agreement. 15. Convenience of location, design, convenience and comfort of the premises, parking, etc. A good word is “convenient”. Shops choose those that are closer, clinics, kindergartens, schools, educational institutions, it is also better to have them close to home. This saves time, and time saves money. For example, free delivery, which saves time, is the main convincing point in negotiations for many. 16. Reputation and image of the company, credit of clients’ trust in it. Reputation is expensive and takes years to earn. Sometimes a good reputation is enough for customers to be loyal and agree to buy. That's not all, of course. Customer requests and expectations are much richer, but the main ones are listed. Try to use it in negotiations, find more relevant requests and needs of your clients. Good luck! Pichugin V.G., Ph.D., Associate Professor, Financial University under the Government of the Russian Federation.