Mike Schultz is the President of the RAIN Group. In this episode, we talk about the new report RAIN Group published on B2B sales negotiations titled, "Top Performance in Sales Negotiations: Surprising Research on Tactics Sellers and Buyers Use, What Works, and What Doesn’t." Mike and I dig into why good business deals are as much about good selling as they are good negotiation. We then get into RAIN’s Six Essential Rules of Sales negotiation, what Mike’s team found was the most effective sales negotiation tactic, and why that tactic is rarely seen by buyers.