“To both men and women, I would say, if you anticipate a number of objections to something about what you’re doing or who you are, pre-empt them and tackle them head on. Do it in a way that is both straightforward and entertaining. For example, when men negotiate, the general reception is, “What a go-getter!” When women negotiate, nobody likes them. A friend of mine was going to have to negotiate a salary package for a job she really wanted. She goes into this meeting and says, “I should just let you know right up front, I’m here to negotiate, and research has shown the moment I start doing that you’re going to like me less.” She just took that fact, put it on the table, and it went down extremely well.”