A professional salesperson negotiates everything from appointment times to the selling price to the service contract.

For those who understand negotiation, the process can be as enjoyable as the end result. Even though sellers and buyers work from separate agendas, negotiation usually results in more equitable settlements. It’s the way to conduct business. These six ideas will help you hone your sales negotiation skills.

First, be prepared. Knowledge is power. The more knowledgeable and prepared you are, the better the solution you’ll create. Review what you already know about the customers. What will they ask for and what concessions will they make? List your demands in advance. Know what you must have versus what you would like to have. In what ways are you flexible? What are your limits of authority? How much bargaining is permitted? There is a direct relationship between your preparation and the results you achieve. The more front-end time you invest, the greater the return.

Second, proactively probe. Ask questions early in the negotiating process. Determine the buyer’s wants and needs as soon as possible. Are there buyer absolutes? Be directive with your probes. Focus on customer problem areas where you feel you offer unique solutions. Concentrate on buyer pressure points – areas which induce buyers to make nonprice decisions. Examples include timing, limited inventory, high demand and bad experience with your compensation in the past.

Once you’ve asked questions, listen. Use your eyes as well as your ears. What is the buyer saying or not saying? Is anything obvious because of its exclusion? Observe the buyer’s nonverbal signals. Are they relaxed, open or defensive? Be perceptive to all signals coming from the buyer.

Third, remember that everything is negotiable. Whatever demands the buyer makes are the results of internal negotiations within the company. You deal with the end results of this internal bargaining. A corollary to this is that anything can be renegotiated. For example, the customer’s budget for your product may be renegotiated internally if they feel convinced of your product value. No product is overpriced unless it’s undesirable.

Never assume that the “final” offer is the last offer. How many times have customers said: “This is my final offer – take it or leave it,” and 10 minutes later revised the offer?

Fourth, use funny money for concessions. When you must concede on your end, look for funny money, or soft dollars. This includes free training, extra services, extended warranty, free delivery, longer payment terms, etc. You are making concessions, but they’re indirectly related to costs. It’s easier to get management to concede on these nonprice issues and it allows the customer to save face while experiencing a real gain. Carry a list of funny money options. Know what you may offer. It could be just enough to cinch the deal.

Fifth, use time patiently. Most salespeople have the word “hungry” embossed on their foreheads. And buyers read this signal. Buyers also know that prudent footdragging on their end generally opens up the concession box. I drag my feet a little and you give a little. I drag my feet a lot and you give a lot. As a salesperson with a quota to meet, you want to close the deal as soon as possible. You’ve learned to close early. Close often. Close always. Ironically, it’s this same frantic pace that signals the buyer to hold out for a better deal. Buyers need the solution just as quickly as you need to help them. Drag your feet sensibly to embrace the quality of your offer.

Sixth, focus on win/win results. In sales there are only two possibilities: win/win and lose/lose. The win/lose scenario is a deception. When you win and the customer loses, it’s a double loss. You may win the order, but you’ve lost the bond with your customer. That’s a lose/lose result. When it’s lose/win, it’s still a double loss. The customer may get the best of you on this deal and you will resent the business and provide mediocre service. You may even avoid this customer’s business in the future. Again, it’s a double-loss situation. Focus on win/win. It builds the relationship and feeds customer loyalty. You feel better and the customer is satisfied.

As a salesperson, sooner or later you’re bound to negotiate. It’s not an if question, it’s a when question. Be prepared. Ask questions. Remember, everything is negotiable. Look for nonprice concessions and wait for the best solution for all parties.