So when you convey the "What's in it for THEM?", you got their attention and are halfway to the sale. Your task is to learn quality information that you can use to build a positive relationship with your customers to sell the best offer. People are more willing to buy from persons they know, like and trust, so building the relationship if a very essential part of your negotiation process.
Knowing what they need, and offering them THE solution to their challenge, allow you to justify your rates, even if you are more exclusive than your competitors. As soon as you will show them how your expertise will save them time and money, the price won't be an issue. Your negotiation skill starts with outstanding networking and communication skill. The better you connect with your prospects and clients, the better you negotiate with them, and consequently, the more clients you attract to your business.