• Use your body language to communicate your reluctance, to communicate you're not really eager to make a deal: sit back from the table and keep the tension in your bodies low
• You can manipulate your voice to sound more reluctant: speak slowly and softly. 
• Reluctant parties qualify their language. They don't show excitement. Everything is qualified and subdued.

That signature is the habitual way that you go about a negotiation. Understanding your default signature helps you know what you're working with.

Some people try to go in and beat the other person up on price. Other people are really intimidated, reticent, and afraid to ask for anyt...