have you ever heard of Process Communication Method?
how about Neuro-Linguistic Programming?
Facial Action Coding?
no??
in part, you're a product of your environment -- your environment doesn't include these psych methods, so you didn't know they exist, and you can't start learning them, so you don't know them or use them, so the other guy [the one who does know them] has a huge advantage over you in doing deals.