You may be selling them on quality, when what they need is medium quality, low price and large volume. Always keep an eye on their wants and needs. Understand that people are different and have different perspectives on negotiations. Some may want to negotiate and build a long term business relationship. Others may want the deal, and a handshake and it's over.
Price is generally an important factor but never assume that money is the only issue.
Other issues can change the price they are willing to accept or the price you are willing to accept, like financing, quality, and speed. The Negotiator Let's now direct our attention to the negotiator You. Understand that negotiating is always a two-way affair If you ignore that fact, you will ignore the needs of the other par ty and put a stake in the heart of the negotiation. Desire to acquire the skills of negotiating Negotiating is a learned activity. Constantly evaluate your performance and determine how you can improve.