Bob Etherington

Customers are not stupid but their brains are generally lazy.
I

P.S. Never enter into a negotiation unless you aspire to emerge from it

with the very best possible deal you can imagine

Attitude and Aspiration

How much or how badly you desire and aspire to achieve the best negotiated outcome, compared with the same desire and aspiration on the other side of the table, is key to leaving the negotiating table with the best deal for you

It isn’t a case of reaching a “great deal” at the expense of the other side. It is simply realizing your own value and thinking and acting in a manner that conveys this sense of purpose and confidence to the people sitting across the table from you. It is even possible to extend this idea to a team of people who are negotiating on your behalf by confidently setting an expectation of a great result

If we set ourselves high standards and goals and truly aspire and expect to reach them it is amazing what we can achieve.

one of the four key behaviours of lucky people is that they expect to be lucky

your level of aspiration and expectation

No but ...” (which he usually begins every sentence with) for “Yes and