Most people accept the first number they are offered, out of a quiet fear that asking for more will make the whole thing evaporate. But that fear is largely unfounded. Employers usually expect a conversation, and the first offer is rarely the ceiling they are willing to reach. Negotiation is not a confrontation, it is a professional discussion backed by evidence and delivered calmly. Handled well, one slightly uncomfortable email can add a meaningful amount to your pay, and set a higher baseline that compounds for years.
Watch: negotiating a higher salary
A short, practical video on negotiating a higher salary, to watch alongside this guide.
Know the market number before you talk
You cannot negotiate a number you do not understand. Before any conversation, research the realistic range for that role, at that level, in that market, using salary data, job adverts that list ranges, and people in similar roles. Walk in with a figure grounded in evidence, not a hopeful guess.
Knowing the range protects you from the two classic mistakes: anchoring far too low because you undervalue yourself, or asking for something so far off that you read as naive. A researched range lets you aim high but defensible, which is exactly where good outcomes live.
Factor in the whole picture, not just base pay: location, the company’s stage and size, and the specific mix of skills you bring. The more precisely you understand your market value, the more confidently you can hold your number.
Let them name a number first if you can
Whoever names a number first gives up information, so where possible, get the employer to state a range or make an offer before you commit to a figure. If asked early "what are your expectations?", a researched range is a reasonable answer, tied to your value and the market rather than a single hard number.
This is not gamesmanship, it is simply avoiding the trap of anchoring yourself low before you know what they had budgeted. Many candidates talk themselves down thousands of pounds by blurting a figure too early.
If you must give a number first, give a range whose bottom you would genuinely accept, because they will often gravitate toward the lower end of whatever you say.
Anchor on value, then ask clearly
When the offer lands, start with genuine enthusiasm, because you want them to know you want the job. Then ask clearly and calmly: "Is there flexibility on the base? Based on the market and what I bring, I was hoping for X." Be specific, be polite, and then stop talking.
That silence after your ask is one of the most powerful tools you have. The instinct is to fill it, to soften the request, to apologise. Resist it. Let them respond, and give the number room to work.
Anchor the ask on your value and the market, not on your personal needs. "I have researched the range and my skills sit here" lands far better than "I need more to cover my costs", because it frames the conversation around what you are worth to them.
Negotiate the whole package
Base salary is only one lever, and sometimes it is genuinely fixed. But signing bonus, start date, review timing, remote flexibility, holiday, and a learning budget can all move. If the base will not budge, ask directly what else is flexible, and treat the offer as a package to optimise rather than a single number to fight over.
A respectful, well-reasoned negotiation almost never loses a genuine offer. Employers negotiate all the time and rarely punish a polite ask. What does risk the offer is aggression, ultimatums or bad faith, so stay warm and reasonable throughout, and get any agreed changes in writing.
- Base salary is the headline, but not the only lever
- Consider signing bonus, start date and review timing
- Consider remote flexibility, holiday and a learning budget
- Get every agreed change confirmed in writing
Scripts for the moments that catch people out
Most negotiations stall at two or three predictable moments, and having a calm phrase ready for each removes the fear. When asked your expectations too early, you can say: "I would rather understand the full role first, but based on my research the market range looks like X to Y." That defers without dodging the question.
When the offer arrives and you want more, try: "I am really pleased with this, thank you. Is there any flexibility on the base? Based on the market and what I bring, I was hoping for X." And if they say the base is fixed: "I understand. Could we look at a signing bonus, an earlier review, or extra flexibility instead?" Each line is polite, specific, and keeps the door open.
- Asked too early: give a researched range, defer the exact figure
- Making the ask: enthusiasm first, then a clear, specific number
- Base is fixed: pivot to bonus, review timing or benefits
- Always: stay warm, then stop talking and let them respond
Do this today
- Research the real market range for the role and level
- Let the employer name a number first where possible
- Prepare a specific, value-based ask with a figure
- Open with enthusiasm, then ask clearly and calmly
- Stay quiet after you ask and let them respond
- Negotiate the full package, not just base pay
Frequently asked questions
Will negotiating make them rescind the offer?
A polite, reasoned negotiation almost never does, because employers expect it. What creates risk is ultimatums, aggression or bad faith, so keep the tone warm and the ask evidence-based.
What if there is genuinely no flexibility on base?
Ask about a formal review after a set period, or shift to non-salary benefits like a signing bonus, extra holiday or a learning budget. And get any commitments in writing so they are real.
How do I negotiate when I have no other offer?
Anchor on market data and your value rather than a competing offer. A researched range and a calm, specific ask stand on their own, and most employers negotiate without needing a rival bid on the table.
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