In order to succeed in sales, you must be a good negotiator. This is a talent that does not come naturally to most people. Many salespeople believe they know how to negotiate but the truth is they need more practice. The key is building strong relationships with your customers. All the other sales skills you have cannot replace the ability to build relationships and negotiate. 

Negotiation may not come naturally to everyone, but it can be taught if you are willing to do the hard work. The following are some ways you can work on your skills:

1. Listen more than you talk

The natural inclination of salespeople is to talk a lot. Be aware of this and focus on listening.
Ask simple but intelligent questions and listen to what the customer has to say. That's the only way you will learn what they need and want. 

Don't over complicate the process by elaborating too much on your questions.

2. Don't talk about price too early

While it is good to know what your customer's budget is, don't bring up the price too early in the conversation. The other aspects of the deal need to be nailed down before you talk about price.
If you must discuss price, do it in terms of a range that the customer is comfortable with in order to avoid agreeing to a price too soon.

Use these discussions to determine what the customer's needs are and how you can meet them beyond just giving them a good price. 

If you are willing to put the time into work on your negotiation skills, you will see great results. Your hard work will result in more sales and more revenue for you.