There exists a fundamental difference between selling and negotiation and several misconceptions exist about the term negotiation in general. In fact this brings us to the notion on what is negotiation. Negotiation is generally a fruitful discussion or bargaining to reach an agreement. In negotiation both the parties have a say in the scheme of things as they interests are also involved and the final outcome is related to them also (Oliver, 2005). In short the real parameters of the condition are agreed and it could be real or perceived. The basic process of negotiation is necessary to derive the best results. In simple terms if we don’t negotiate we are losing out on money or the final outcome. Price and value are the two major ingredients of the negotiation and if we focus on price the results are bound to come. It could be referred to pieces of instruments in a chess game where we need to discover our own pieces and find the counterparts. It could be also referred to as selling is a part of negotiation and good selling will definitely involve negotiation. Professionals will advocate this situation as it help in tightening the parameters and lead to a win-win situation (Denny, 2009).