If you're in the space of being an Entrepreneur, you should understand sales, and ultimately negotiation. Sales comes down to building desire, different people

If you're in the space of being an Entrepreneur, you should understand sales, and ultimately negotiation. Sales comes down to building desire, different people can desire the same product for different reasons. Understand this fact and you will be head and shoulders above 80% of all Entrepreneurs. Negotiating come down to two things, the first one is Sales related: you do NOT negotiate with someone who does NOT desire what you have. The second is being willing to walk away. Loathe or Love--Trump he owns this. If you are not willing to walk even when it hurts--you are Not negotiating you are capitulating. Zig Ziglar explains sales well. And "Never Split The Difference" by Voss is the best negotiating book I've ever read, and not to brag; but my name is on plaques in more than one company as the Top Performer where they hold sales meetings. Side note; Voss does advocate for splitting the difference--at times. And so do I, because it is one tool of many that works.