Scrap the notion that negotiating means lowering the price to reach an agreement. A lower price does not make for a better deal; it only makes for less margin for you and your company. The solution your product or service offers is the focal point of negotiations, not the price. You must initiate the process because whoever controls the start of the negotiations tends to control where they end. If you let the other party start negotiations, you will be constantly giving up control, often without even realizing it. I had a client who wanted to offer his terms upfront. I politely said, "Excuse me, I appreciate your willingness to tell me what you can do and would like just a moment to share with you what I have put together for you. If it doesn't work, then please tell me."