Consequently, many people with good ideas do not understand the importance of getting buy-in for their ideas, products and services. Things simply do not sell themselves. This ignorance is the key to failure for many people. Let's start with the basics. Persuasion is different from negotiation.
Persuasion is a friendly process.
This is pure bunk. You'll have better luck with a lottery ticket. Persuasion is not easy. You need to learn the process and develop skill in using it. The wonderful thing is that once you become proficient as a persuader, you will have gained a lifetime power to move the world.