Understanding the principles of negotiation, influence and persuasion will help readers get the best deal every time—whether they are buying or selling. While plenty of books teach sales and negotiation techniques, this one explains the fundamentals and the psychology behind why these techniques work and how to use them most effectively. It’s more than just a book about negotiation. It’s about persuasion and influence, and more importantly, how to wield those two important traits to meet your goals. will change how readers do business, how they interact with family and friends, and hopefully give them a greater understanding of why people behave, and are motivated to act, the way they do.