You negotiate because you want to complete a transaction under the most favorable terms possible, all things considered. Are you prepared? Have you taken the time to determine ALL things that would enable or prevent you from making informed decisions? Do you know what to offer and what to accept in a negotiation? Every consideration should have price. You are never trapped to offer or accept anything. You can always walk away. The most skilled negotiators know how to keep the negotiation going to squeeze as much money and other considerations from the other parties before either an agreement is reached, or before someone walks away.