First rule of negotiation, do your research. The sweet spot of negotiation is going for a low but not too low so it doesn't offend the seller.
In negotiation, you can be tough and nice, it doesn't have to be full of hatred and anger. What you want to find is a win-win. Don't debate about the position, but took interest what could you get in the table instead, seek of alternative. Instead of thinking of lowering your price, ask for what else you can get for the price.
Negotiation can be better when you open up for opportunity.
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The free MBA, I suggest listening to the podcast. There's a lot of real life example that gives more clarity to the context.
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