People have different negotiating purposes. The biggest misunderstanding of salespeople is that price is the dominant issue in negotiations. Obviously, many other factors are also important to the buyer, such as the quality of products or services, flexible payment terms and so on. You can't push your luck, you are too greedy.

In a sense, negotiation behavior can be regarded as one of many human games, which is both serious and full of intellectual interest. Participants are looking for the negotiation results when, where and under what circumstances while observing certain rules of the game. Neil Lunberg, chairman of the American Negotiating Society and a negotiator, said that negotiation is a process of "cooperative egoism".