When negotiating, send a consistent message. Avoid yo-yoing, i.e., do not randomly intersperse large and small moves. Instead, make tapered concessions. Make your largest move first and each successive move smaller than your last move. Using this negotiating technique, you send a consistent, credible message pointing towards your bottom line. When you yo-yo, however, the other side will wonder whether you have another big move left, and fear that they are leaving money on the table by accepting what you say is your final offer.