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. Even if you get no offers for weeks or months, resist the temptation to keep lowering your opening bid.