Chester L. Karrass, a leading authority on negotiation, provides this crucial insight about the nature of business transactions. Drawing from his extensive research and experience in negotiation training, Karrass emphasizes that success in sales depends not just on the value offered but on one's ability to effectively negotiate that value. This principle highlights the importance of developing strong negotiation skills as a core competency in sales, reminding us that even great products need effective negotiation to reach their full market potential.