Salary negotiation is one of the most consequential career conversations most professionals will ever have — and one they’re almost entirely unprepared for. The discomfort is real, the stakes are high, and there is almost no professional training that covers it. As a result, most people accept the first offer they receive, or negotiate so tentatively that they might as well not have bothered.

Why Most People Don’t Negotiate

The research on this is consistent across gender, ethnicity, and seniority: a majority of professionals don’t negotiate salary because they’re afraid. Afraid of seeming greedy. Afraid of coming across as difficult. Afraid that the offer will be withdrawn. Afraid of damaging the relationship before it’s started. None of these fears are entirely irrational — but they’re largely unfounded. Hiring managers overwhelmingly expect negotiation. Many deliberately leave room for it. And the candidate who advocates clearly and confidently for their own value is generally perceived as someone who will advocate clearly and confidently for the organisation’s interests too.

Before the Conversation: Research and Anchoring

Good salary negotiation starts long before the conversation. You need three numbers: the market rate for the role and level, the number you would genuinely be thrilled with, and the number below which you wouldn’t take the role. Market rate research requires more than a quick look at Glassdoor — speak to recruiters in your field, talk to peers in comparable roles, use salary survey data from professional bodies.

Your opening number — your anchor — should be at the higher end of your target range. Anchoring has a significant effect on negotiation outcomes: the number mentioned first has a disproportionate influence on where the conversation lands. If you anchor high and justify it clearly, you create more room to land where you actually want to be.

The Conversation Itself

When you receive an offer, resist the impulse to respond immediately. “Thank you — I’m genuinely excited about this opportunity. I’d like to take a day to review the details before responding” is entirely professional. When you come back, be direct: “Based on my research into market rates for this level, and given the experience and capability I’m bringing, I was hoping for [number]. Is there flexibility on the base?” Then stop talking. The discomfort of the silence is real, but filling it with qualifications and apologies undermines your position.

Beyond Base Salary

Salary is not the only negotiable element of a compensation package. Bonus structures, equity, start date, title, remote working arrangements, professional development budget, pension contribution, and annual leave are all potentially negotiable. If the base salary is non-negotiable, shift to these.

Prepare for the career conversations that matter. Our Executive Coaching covers salary negotiation, career strategy, and everything in between.