In this conversation, Brian Franco and Denise Logan dive into the psychology of fear responses and attachment styles, exploring how these elements impact human behavior in high-stakes situations like business transactions. He discusses the five fear responses—fight, flight, freeze, fawn, and submit—and how individuals exhibit different patterns based on their experiences. The conversation transitions into the significance of understanding attachment styles and their influence on emotional dynamics during negotiations. Emphasizing the importance of recognizing emotional triggers and maintaining calmness to facilitate smoother transactions. They conclude by highlighting the journey sellers undergo during business sales and the emotional complexities involved, advocating for a compassionate approach to navigating these challenges.