3DX Industries Inc (DDDX)

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If it is the CEO who's selling, it's possible it could be to help raise some capital to fund the machinery purchase...

I sure hope he's not using "win - win" negotiating with any of the large companies he's working with... They typically don't work that way (even if they say they do).

There are a few pretty good books to help equip him by authors like Chris Voss or Jim Camp.

If he's negotiating the traditional lose - win way most small businesses do, reading or listening to books like these will probably rock his world and help him to avoid getting crushed by the big guys.