Whether we realize it or not, we make pretty much all of our decisions based on the emotion we feel toward a particular thing or idea. You do, I do, and our prospective customers do, too.
When talking about negotiating a new contract, figuring out pricing, or collecting unpaid bills, it's important to have self-control when the heat of the discussion takes place. We must control our emotions.
If we don't work on our self-control, we'll get heated and much less formidable in negotiating conversations. You lose your head, you lose everything.
If we can't control our own emotions, how can we expect to influence or "control" the emotions of the party with whom we're dealing?
Self-control. It's vital.