The whole material life is a negotiation, and the real trick is "to know what's going on in the other's mind" or, on the flip side, "to make sure the other side doesn't know what's going on in your mind."
Three basic principles of the above trick:
1. To know the level of your strengths and weaknesses compared to other people in the market OR what extra you can offer that no other can offer.
2. To know how desperate the other side is OR what is at stake for the other side.
3. To know how far you can stretch the other mind psychologically OR to know where is the breaking point.
A good negotiator is a master of creating certainty and uncertainty together and benefiting as much from others' offerings in that environment.
Good luck !!
(Addendum after many years: I have been working at the present job for now about 17 years. This post was written as advice while I was negotiating a contract before joining)
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