People often view negotiation as an inherently competition exercise – two sides in opposition to one another - one winner, one loser. Sometimes that's just the way it is. But whether the tone is antagonistic (say, divorce proceedings) or collegial (salary negotiation for your dream job), all negotiations entail two or more parties who are in some way mutually interdependent. Each party wants or needs something from the other. Each believes that the either side can in some form either hurt them, by denying something they want, and/or help them, by giving them something they want. Otherwise, there would be no point in negotiating.
Negotiation style is not simply a reflection of your innate personality. It’s a tool that you can use to your advantage.
For example, let’s say that you’re a hiring manager at a design firm and I’m the new young associate you want to bring onto the team. In actuality I'm your first and only viable choice for this position, yet I have no idea what you’re actually willing to pay me...and even if I asked you directly, you’d probably be evasive about it. All I have is a general sense of the market rate based on some anecdotal online research I’ve done on your firm’s competitors, which suggests a range anywhere from $30,000 up to as much as $70,000. So I go in expecting to end up somewhere close to $50k.