Selling involves a lot of negotiation. It's an important part of creating a win-win scenario for both the buyer and seller, so that both parties walk away having accomplished their goal, with a shared amount of sacrifice. There are six principles that every expert sales negotiator should know and understand. Understanding and using these principles can give salespeople and sales teams the edge they need to close more deals and make more customers happy. Mladen Kresic, interviewed by John Golden, discusses the six top principles for sales negotiators.