Deals don’t happen between businesses. Deals happen between people.

Business is all about people. Most importantly, it’s all about getting people to like you.

There are many tricks of the trade for getting people to like you.

Remember birthdays. Walk the floor. Smile. Remember names.

But nothing will work unless you’re being sincere.

If you don’t like a person, it doesn’t matter how many times you remember his birthday, he will eventually realise you don’t like him.

And then not only will he not like you, he won’t trust you, and then you’ll never be able to do a deal. BOOM! Out of business.

Always be sincere. Don’t pretend to like someone if you can’t stand his guts.

Don’t deploy the dark arts of “How to Win Friends and Influence People” unless you mean everything you say and do.

Your tricks will backfire.

Be real.