I'm sorry. This one tops the list because we're all apologetic about even broaching money. Never start a conversation about salary with an apology like, "I'm sorry I need to ask about this but...." It automatically transfers power to the employer and suggests that you're not committed to the conversation.
Yes. Don't say yes to the first offer -- the whole idea of a negotiation is that you will negotiate. In the same way that a car dealer doesn't reveal the best price when you walk in the door, your employer has some room to negotiate and can probably offer you better numbers than what he or she starts with. Push back on the initial offer.
No. Don't say "no" outright, since it is a conversation ender. Look for a way to move forward. For instance, ask if there are non-salary alternatives, such as benefits, or what is standing in the company's way of paying what you are asking for. Keep the conversation moving forward.
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