Negotiating is part of any business. You negotiate with clients, suppliers, staff, etc. An important part of negotiation is figuring out how the outcome can be win-win for the parties concerned. There does not necessarily have to be a 'loser' in a negotiation. The best deals are the ones where everybody walks away with what they want. It leaves room for the next potential deal, which is exactly what you want. Remember, always start by thinking win-win when putting a deal together. Know what you want out of it, but ask yourself- "How can I add value?