There's no middleman to take a commission. You are free to negotiate deals other than straight cash. Leasing, profit-sharing, or stocks are all possibilities. If someone has a serious interest in a name, they won't back off because you refuse to name a price. This will set the boundaries of the negotiation.
Buyers normally open the negotiations.
The process can take many weeks. No commission for sellers. The process can take many weeks. Only straight cash offers are possible. Buyers will latch onto this, because it is a sign that you are desperate to make a sale.