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Negotiation a Key to Business -- And Life

Negotiation is often essential to get what you need or want. What are the key elements of negotiating well? Host Tom Fudge learns the ins and outs of successful negotiation from serial entrepreneur

Negotiation a Key to Business -- And Life

Tom Fudge: Bargaining isn't something we do a lot in this country. Americans seem to like fixed prices. And it's rare for us to dicker with a merchant over the price of a TV or a telephone. But when it comes to buying a house. When it comes to buying a car. When it comes to deciding the terms of one's employment. in short, when it comes to the big stuff, we do negotiate.

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And we probably don't do it very well, because it tends to be a rare experience. That's why Neil Senturia is here today. He's an entrepreneur who's been CEO of several companies. And he teaches in the MBA program at San Diego State. He's spent a lot of time staring across a table at others in negotiations. And now he's across the table from me, in our studios, to talk about the art of bargaining.

Guest

  • Neil Senturia, CEO of Quanlight, an L.E.D. chip company. He also teaches entrepreneurship in the MBA program at San Diego State University, and he co-hosts a weekly radio show about entrepreneurship. "I'm There for You Baby, The Entrepreneur's Guide to the Galaxy."

Neil Senturia's "I'm There for You Baby, The Entrepreneur's Guide to the Galaxy" airs on CASH 1700-AM on Saturdays from 1-2 pm and is also available as a podcast on the radio program's Web site




Break Music:   Impervious by Robert Walter, from the album Spirit of '70 (1996)

End Music:   Little Old Money Maker by The Meters, from the album Look-Ka Py Py (1970)