Its called leverage dude.
Let's say we're having dinner together. I put my wallet on th table and tell you there's $50,000 in it. You can have it if you convince me.
I promise that there is NOTHING you can say that will convince me to hand it over. NOTHING you can SAY. That is what negotiations are. Talk.
In order to get any of the $50,000 it has to be cheaper for me to hand it over than keep it. You have to LEVERAGE me to get it.
This analogy was published on our message board by someone much smarter than me. Perhaps you should spend some time there. You might learn something.