In the semiconductor industry, most sales involve negotiation. Are selling and negotiation the same thing? If they are not, do they operate concurrently or is there a demarcation point when one starts and the other begins?

The question, "When am I selling and when am I negotiating?" is a difficult one to answer. We can, however, assume that it would be difficult to negotiate an agreement with anyone if there is no interest in, or no desire for, the product or service under consideration. To negotiate an agreement we must first have an understanding, belief and desirability for the product, service or idea. The desire to buy must first be established before negotiation begins.