Determining how much you make on wholesale deal?

[Daniel Lipetzky]

Everywhere that discusses wholesaling talks about being able to make $500-$20000+ on wholesaling deals. Common basis for pricing things out is of course the 70% ARV less repairs. My question is how you go about determining what you will get paid for the deal? Is it just a matter of feeling things out and trying to maximize it without being excessive, do you do a certain % of the overall cost, or something else?