Frequently the sales process is portrayed (and perceived) as a confrontational encounter. A mano-e-mano battle between the person with the goods or services versus the one with the money and the need. At least, that's the way many who aren't comfortable with the process like to see it in their mind. This image allows the would-be salesperson to assume a "noble" position when walking away from a possible transaction. "I am not one of THOSE salespeople," they will proudly proclaim when their fear of confrontation costs them a sale. Top-level professional salespeople realize a different truth. The ultimate goal of the sales process is to create a win-win situation, and it's to negotiate a deal that will leave both sides satisfied. This episode looks at some of the basic steps needed to achieve this genuinely noble result.