How to converse directly with seller from MLS listing

[Keaton M.]

I don't believe that dumb questions exist, but I'll try my best. So pretty much every podcast talks about "how did you negotiate the deal". To be honest, I'm not really sure how this happens. Whenever they talk about negotiating, it sounds like they are talking directly with the seller rather than going through the seller's agent. I've worked a bit with a real estate agent and she just said, oh put in an offer and see if they go for it. Ok fine, but I want to know why they are selling it and have a conversation so I can practice my Never Split the Difference techniques and be able to work them down rather than just throwing a number and hoping it sticks. How would I offer multiple options like owner financing, cash, or conventional? Is it against the rules to find the owner's contact information through white pages or social media and contact them directly? 

Thank you in advance for all y'alls amazing responses. I've really enjoyed this community.