Even though it has one of the most direct and substantial impacts on a sales person's compensation a lot of sales people underestimate the importance of negotiation during the sales process. If you're like most sales people your annual income depends on the total dollar amount you sell. If you're constantly reducing your price to get deals done instead of using a sound negotiating strategy you're acting very effectively. In part one of this two part series on negotiating Joe and Mike give you a couple of tips to help you prepare for a negotiation and one of the tactics to use while making concessions.