Life is one negotiation after another, at home, at work, with family, with customers. 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. Its about persuasion and influence, and more importantly, how to wield those two important traits to meet your goals. Learn how to negotiate successfully in a stressed world and in the Covid 'new normal'; Master negotiating and new sales techniques online in the age of Zoom; The Whys of negotiation -- understand the patterns and psychology to successfully get the best deal every time; Fear tactics -- why the old sales techniques dont work anymore; The secrets to sales success today and the new tactics you need to know; Why leadership in sales and negotiation is now more important than ever. NEGOTIATE, INFLUENCE, PERSUADE will change how readers do business, how they interact with family and friends, and give them a greater understanding of why people behave, and are motivated to act, the way they do.