How do I handle negotiation without losing the deal?

[Btaliat]

One of the toughest stage on freelancing is the negotiation stage. It takes a lot of skills for the freelancers to get this right. Majority of the clients always leave this stage before they are not convinced. A freelancer should not talk about the price alone but should focus on the reason why the money should be paid. You don't need to be selfish and care about the money alone. What other ways this can be effectively done?