I sold a name yesterday to an end-user that was at first reluctant to complete the purchase. We had an extensive email exchange until the buyer was convinced that the deal was benefiting him more than it was benefiting me. Although this was something I already knew, I thought it would be a good topic for discussion here on NamePros. Yesterday's sale made me reflect on the fact that whenever you are negotiating a sale, you must convey the message that the buyer is winning. For example, after much discussion, the client made me an offer that was 20% less than my original price. As I always do when the offer is not too far away from my price tag, I responded as follows: "The domain name is worth much more, but in the spirit of completing the sale today, I will have to accept your offer". Minutes later, the payment and domain push were completed. The key is to send the message that, although you are taking the offer, it is not working entirely in your favor, but in favor of the buyer. When I started domaining some years ago, I made the mistake of accepting offers without giving the impression that the deal was inclined toward the potential buyers and sometimes they backed down from the transaction. In short, I try not to sound too happy about the deal, since that might scare the buyer away, thinking he is paying too much.