Why most people do not negotiate
Research consistently shows that the majority of workers accept the first salary offer they receive. The most common reasons are: fear of seeming greedy, uncertainty about market rate, and discomfort with the conversation itself. These are understandable but costly. Studies estimate that someone who negotiates their starting salary and achieves a modest 10% uplift could be worth hundreds of thousands of pounds more over their working life.
The preparation
Before any negotiation, you need three things: a target figure, a walk-away figure, and evidence. Your target figure should be based on market data from Glassdoor, LinkedIn Salary, Reed Salary Guide and sector surveys. Your evidence means specific, quantified achievements that justify the figure.
The conversation
Whoever gives the first number in a negotiation creates an anchor that influences the final outcome. If you can reasonably give the first number, do so — anchor high within a credible range. When you receive an offer, it is almost always acceptable to say: that is helpful, I need a couple of days to consider this. Then make your case: based on my research and experience, I was expecting something in the range of X to Y.