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Negotiate collaboratively. Base salary is hardest to negotiate (strict internal bands), Equity is easier, sign-On Bonus is easiest because it comes from a one-time expense pool. Use 70/30 rule (listen 70% of time, ask diagnostic questions). Give a conditional commitment ('If we bring base to $X / add $Y sign-on, I am ready to sign today') but only do this if you are 100% prepared to follow through. If the recruiter or hiring manager goes to bat with their comp committee, gets approval for your exact request, and you backtrack or ask for more, backing out can destroy trust before you even start the job.
If you read only one book on negotiation, make it Never Split the Difference by Chris Voss. Two of the most relevant tactical takeaways for salary discussions from the book:
Use precise, non-round numbers: A specific number, like $182,500 or $183,400, are more likely to be the result of careful calculation and research. Round numbers (like $180,000) look like guesses and are easier to negotiate down.
Manage ranges strategically: If you must give a compensation range early on, know that the employer could very much anchor towards the bottom of the range. If your true target is $185k, make sure it’s included on the lower side of your range.