This document provides guidance on negotiating electronic media sales. It outlines 5 steps to the negotiation process: approaching with knowledge and preparation, maneuvering for dominance/control, bargaining, and closing/getting commitment. It also lists 10 steps for preparing for a negotiation, including assessing the situation, determining your negotiating style and objectives, identifying leverage points, and establishing anchors. The overall message is that successful negotiations require thorough preparation, understanding your counterpart's priorities, and establishing a framework to reach a mutually beneficial agreement.