Joe Valley has built, bought, and sold over a half-dozen of his own companies. After selling his last eCommerce business, he joined the company that sold it—Quiet Light. Then Joe became a partner in the company. Since he's joined, he's personally sold $100 million in total transactions. Joe has seen deals fall apart—and other deals exceed all expectations—because of how people behave. What's the secret to winning a deal when you aren't the best offer? Joe shares his surprising secret in this episode of Negotiations Ninja.