The best salespeople are able to establish the value of a solution that truly meets their customer’s need. After they demonstrate how their solution meets those needs, they encounter much less resistance in the negotiation process.
In order for these negotiations to succeed, your intent to help the customer succeed, to do something for them rather than to them, should be clear — to both you and the customer.
Eventually, most negotiations come down to price. Before you get there, you want be sure that there are absolutely no other issues left on the table. After a price is agreed upon, changes in the scope or work, schedules, or division of labor can negatively impact a deal.