People resist negotiating for predictable reasons. A primary reason is that negotiating requires patience . Take the time to understand what motivates the other side and what they value. You can create solutions that satisfy both your needs. A second reason many people avoid negotiating is that they have been socialized not to do it.
Children unabashedly ask for what they want, and nobody minds.
Unlike adults, they have not been socialized not to ask for what they want. Another reason why people avoid negotiating is because they make invalid assumptions about what is or is not negotiable. What was not negotiable in the past may be now. Technology alone brings about unparalleled change every day. Flexibility and responsiveness are the precursors to long-term success.