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You've been taught that yes is the win. Chris Voss says that's backwards.

Yes, at best, is just hope.

Most of the time it's fake. A way to end an uncomfortable conversation and get you off the phone.

No is different.

No means someone finally feels safe enough to tell you the truth.

That's why the best negotiators engineer no on purpose.

Voss breaks down the exact phrasing top closers use to get people saying it.

One "no" opens more doors than a room full of yeses ever could.

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