The first offer is almost never the best offer. Studies consistently show that 70%+ of hiring managers expect candidates to negotiate. Many are actually surprised when they don't. Yet only about 37% of candidates negotiate every time.
The average successful negotiation adds £5,000–£15,000 to an annual salary. Over a 5-year tenure, that's £25,000–£75,000. The conversation takes 10 minutes. The math is obvious.
Rule 1: Never give a number first
When asked 'What are your salary expectations?', the worst thing you can do is name a number too early. You either undersell yourself or price yourself out before they've fallen in love with you. Deflect — politely but firmly.
Script: "I'd love to understand the full scope of the role and what the team looks like before I get too specific on numbers — could you share the range budgeted for this position?"
If they insist: "Based on my research and experience, I'd expect something in the range of £X–£Y, but I'm genuinely flexible depending on the overall package and opportunity." Always give a range, and anchor high.
Rule 2: Let the offer land before you respond
When the offer comes, your first move is silence. Not awkward silence — thoughtful silence. Say:
"Thank you so much — I'm genuinely excited about this opportunity. I'd like to take a day to review the full details carefully. Could I come back to you by [tomorrow / end of week]?"
This does two things: it prevents you from accepting out of excitement before you've thought it through, and it signals that you're serious — not desperate.
Rule 3: The counter-offer script
When you come back, use this structure:
- 1Restate your enthusiasm: Start positive. You're negotiating, not rejecting.
- 2Anchor on a specific higher number: Not a range. A specific number. Ranges lead to the bottom of the range.
- 3Give a reason: Market data, competing offer, your specific experience. You don't need a big reason — just one.
- 4Leave room for a package conversation: If they can't move on base, there may be room on bonus, equity, or perks.
Full script: "I've had a chance to review the offer and I'm really excited about joining the team and taking on [specific aspect of role]. Based on my research into comparable roles in [city/sector] and my [X years of experience / specific track record], I was hoping we could get the base to [specific number]. Is there flexibility there?"
What to do when they say no
"No" is often the opening position, not the final one. Try:
- Ask about other elements: 'I understand the base may be fixed — is there flexibility on the sign-on, bonus target, or equity?'
- Ask for a review timeline: 'I completely understand. Could we agree on a 6-month review with a defined path to [target number] if I hit these targets?'
- Ask what would justify the higher number: 'What would I need to demonstrate in the role to get to that level?'
Beyond base salary: what else to negotiate
Most candidates only negotiate base. The savviest negotiators look at the whole package:
- Sign-on bonus: Often easier to move than base salary because it's a one-time cost
- Equity / options: Vesting schedule, cliff, percentage of company
- Target bonus: The percentage and how it's calculated
- Start date: A later start date can mean more time at your current employer or a longer break
- Remote flexibility: Days in office, work-from-anywhere policies
- Title: A better title can compound your earnings at the next company
- Learning budget: Professional development, conferences, courses
- Holiday allowance: Extra days are worth real money
The one thing that makes negotiation easy
Alternatives. Having another offer — or even being in late-stage interviews elsewhere — completely changes your negotiating position. You're not desperate. You have options. Even if you don't, acting like a candidate who does (calm, measured, not rushing to accept) gets you further than you think.
Never negotiate via email if you can avoid it. Phone or video call. Tone matters enormously. You want to come across as excited and collaborative — not transactional.
