How to negotiate salary over email
You don't need to justify why you're negotiating. You need to name a number and ask if there's room.
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Three ways to say it
“thank you so much for the offer! i'm really excited about the role but i was hoping we could talk about the base — it's a bit below what i was expecting, is there any flexibility there?”
Excited about the role. Base sits below what I was targeting — is there room to move to [$X]?
“thanks for the offer! the base works but i'd love to see if we can talk about the equity component, i believe in the company and would love more upside”
Base works. I'd love to swap some of it for more equity. Open?
“thank you for the offer!! i wanted to be transparent that i have another offer at $[amount] and while i'd prefer to be here, i wanted to see if we could get closer”
Have a competing offer at $[amount]. I'd rather be here — can you match or come close?