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STEFAN AARNIO

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it did not take me long to learn that nearly all of my profits were earned because I negotiated them into the deal. In real estate there is no inherent profit in the business; all profit must be negotiated! As an entrepreneur I had identified a major problem in the marketplace. I had many customers in my coaching business who desired to make a profit in real estate investment and were blind, like I was, to the most important skill of their financial success: negotiation.

Negotiation is something everyone needs, but no one wants. Naming this book and naming this project was a painful process. No one wakes up in the morning to buy a book or program on negotiation. Similarly, we do not want to own a brand-new power drill; rather, we wish to have the hole that the drill produces. We all want the results of becoming a better negotiator without putting in the time, effort, energy, or money to study negotiation.

Herein lies the problem: we have a patient who is sick, he needs to learn to negotiate, but like all medicines, the medicine—the cure—is bitter and unstimulating. The patient would rather eat chocolate, cheese, or candy than the medicine, and rightfully so. After reading many books on “negotiation” I have concluded that negotiation is indeed a boring subject to read about and write about and thus, very few people wish to study it or buy into the idea of studying it. It is my chief aim to make this book exciting and relevant for you because 85 percent of your financial success relies on this: your personality, your ability to lead, communicate, and negotiate. This dose of medicine was created just for you and in the words of Mary Poppins, I will do my best to serve the medicine with a spoonful of sugar.

Your personality, ability to lead, communicate, and negotiate—namely the skills taught in this book—are so important, in fact, that they support your entire financial future! If you have the ambition and foresight to seize and master this skill, over time, your financial future will be brighter than it is today—guaranteed!

The fact that you have self-selected and have chosen to invest in yourself has set you apart from the pack. Eighty percent of books that are bought are never read, so by getting this far you are already in the top 20 percent of achievers. As Woody Allen says, 80 percent of success is just show-