Introduction Regardless of whether you are finalizing a huge business transaction, buying a new car, or even bargaining at the market, price negotiation is used in everyday life. So many people shy away from negotiating, though, since they do not want to come across as being pushy, or else they are not confident about how to proceed. The truth, however, is that negotiation is not about confrontation. It is about negotiating a fair equilibrium whereby both sides are satisfied