[M]any negotiators make the fatal mistake of thinking they can convince someone to make the rational decision to do something, to buy something, to see something the same way they see it. They offer up reasons, facts, figures, and charm that they are sure would make any rational person see things the way they see them. In fact, most negotiators think of the gift of gab as one of their greatest assets. But what’s the problem with trying to convince someone to see the same thing you see?
“[D]ecisions are made not with our head but with our heart and guts ... negotiations are 100 percent emotional until a decision is made.“
- Jim Camp, Start with No