There is no substitute for preparation. If you are well prepared, you are confident, self-assured, and poised for success. Negotiate from a position of strength. Decide what you want included in the compensation package and prioritize the list. Intangibles have value.
Successful negotiations are always win-win negotiations.
There can be no win-lose outcomes in successful negotiations. Both sides must walk away from the negotiation happy and content. Your goals will most likely be different than the goals of the hiring authority. Quite possibly the organization's main focus during the negotiation process is base salary. For you it may be total earning potential.