In the world of PPC advertising, negotiation is commonplace. When you're on the agency side, you have to negotiate rates with clients, and if you're on the client side, you have to negotiate the best rate for your business. Negotiating is also something we do on a daily basis to save or make more money. Maybe you're hiring a house cleaner and need to negotiate a better rate. Or maybe you're selling a door on Craigslist and need to counter a low ball offer. Whatever the case, negotiation is a useful skill for anyone, especially business owners and managers, to pick up.