Recently I had the opportunity to sit down with real estate investment expert Russ Whitney and talk about the importance of developing strong sales and negotiation skills. Whitney is the bestselling author of several books, including The Millionaire Real Estate Mindset. Here's what he had to say:

Jordan Taylor: If knowing how to identify good deals is what's really important about investing in real estate, why do investors need to worry about their sales and negotiation skills?

Russ Whitney: Knowing how to identify good deals is certainly a critical part of real estate investing, but it's not the only part. Your investment may be an inanimate object, but in the process of making that investment, you have to deal with people. If you take a look at anyone who has made a lot of money--regardless of the circumstances or the vehicle they used--you'll find they have at least one trait in common: They have top-notch selling skills.

JT: What do you say to someone who wants to invest in real estate but doesn't want to be a salesperson?

RW: First, get rid of any preconceived notions you may have about what being a salesperson is all about. It's not about making a slick, fast-talking presentation or tricking someone into buying something they don't want, won't use, and can't afford. Selling is about solving problems. It's about creating win-win situations. It's about honesty, integrity, knowledge, and building relationships that serve everyone.

Second, understand that you can use sales skills in just about every aspect of your business and personal life. Think about it: buying a house for no money down, getting a loan at a bank, convincing your spouse to support your dreams, even persuading your toddler to eat his vegetables--it's all selling. Once you realize this and work on developing your sales skills, you'll find it much easier to reach your financial goals--and in fact, you'll find just about everything in your life is easier. Too many people think that in any negotiation, you must have a winner and a loser. That's just not true. You want people to come away from a deal with you feeling good, and that's why you work on reaching a win-win resolution. Communicate clearly enough and consider all your options so you can come up with a plan that benefits everyone involved. That's successful selling.

JT: But isn't it fair to say that not everyone is cut out to be a salesperson?

RW: Not at all. The techniques of positive communications--which is what selling basically is--are techniques anyone can learn and develop. There is no such thing as a "born salesperson." Learning the techniques may be easier for some than others, but everyone can learn them.

JT: So how can someone learn effective sales techniques?

RW: Read books on sales. Go to seminars. Invest in some education. I have discussed this topic in all of my books. I write very specifically about sales techniques and how to use them when negotiating real estate investments. I also explain how you can use sales and negotiation skills in other areas of your life.

JT: What do you think is the most important thing for someone to know about developing selling skills?

RW: Always operate with truth, honesty, and integrity. Your reputation is the most valuable asset you'll ever have; guard it well.