Sales negotiation is the ability to conduct a dynamic conversation between a buyer and a seller to find common ground and reach a mutually beneficial agreement on deal terms. It involves a "give-and-take" process of trading concessions, rather than simply making concessions, to protect margins while satisfying the needs of both parties. A person who rates their abilities in sales negotiation should be skilled in active listening, emotional intelligence, and strategic preparation, including knowing their "walk-away" point and best alternative to a negotiated agreement. They should also be able to articulate value over price and use effective communication to turn potential conflict into a collaborative, long-term partnership.