Greetings,
Research the company, it's annual net revenue, how much their annual marketing budget is, the company that does their marketing, the amount of sales regarding the product your name reflects.
Then research their competitors, contact them with "Your competitors want this name. Do you?"
Then do some math as to how much that name should really be worth to them, hit them with their own figures on how it will increase their revenue. Adjust your price 20% over what you are willing to accept and when they counter within or at that 20% margin or with your BIN price take the money and RUN!!!
Hope this helps.
Regards,
WPM