Not all negotiating involves selling, but almost all selling involves negotiating.
Sell = Qualify, Demonstrate, Explain Value, Close deal
While negotiating often comes at the end, during closing, “I’ll do something for you if you do something for me.” Powerful information, clues, data, presents itself well before the close, if you know where to place your attention. In fact, it starts when we first shake hands. I start learning about you, your needs, wants, etc… that makes me better prepared to negotiate with you.