It's a simple formula, but hard to stay focused on when you're in the thick of it. 
What I do is focus on playing to my opponents emotions. Make them "feel" it's the right choice and save them from "embarrassment" and remind them of how "proud" peoples opinions of them will be for making this choice. 
Before starting anything, you should already know what you want to gain out of it and no emotion should ever sway you from accepting less. You made the logical decision, now just over power everyone else's emotions with your logic!

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