One thing which needs mentioning is that a good sales person considers the objections of the customer as a part of the decision making process and one thing which needs to be understood is that sales people have a huge say in convincing the customers in the purchase decision. When Dell introduced the direct selling model as part of its repertoire, there was a generally feeling among the masses that there would be a drop in satisfaction level of the customers. But the sales person negotiated in a superb way tackling this situation in the array of their presentations. In short they assured the customers the service and the after support angle as well. Often sales should try and use objections to close the sale by focusing on the strength of the product and highlighting the superior features of the product. Generally some sales person use reduction of price or discounts as the final step in the closure of a sale but a good negotiator will never do so and he will never use price as a tool in his sales process and focus on the value. Good negotiators acknowledge this fact that the companies incur a lot of costs in advertisement and huge efforts in product development. If sales people give in easily to the sensitive issue of price it decreases the value of the product. Even if such a situation arises in such a situation it is widely recommended to go for tradeoffs (Lamb, Hair and MacDaniel, 2010). Long term relations are the key in any sale process and it evolves and builds over time.