Negotiation is not a fight. It is a conversation about what you will do for what price. If you have built the price from steps, you can negotiate on the steps.
When they say it is too much
Do not just lower the number. Change the work. "I can do it for ____ if we remove the rush and the usage rights" or "if you give two weeks and one round of changes." Your hourly value stays; the scope changes.
Useful phrases
- "This price includes ____. Which part would you like to change?"
- "I can offer a smaller version for ____."
- "I need the full price for this scope. If the budget is lower, we can look at a smaller scope."
Know your floor
Decide the lowest price at which the work is still worth doing, before the conversation. If the offer is below it, say thank you and decline. See saying no.