Salary Negotiation Tips industry, position, starting, finance, offered

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Could be jumping ahead of myself but better prepare now than later. I am in the process of interviewing for a position and wanted to know if any of the more experienced AFers have tips or suggestions on the best way to negotiate your starting salary?

I read a few websites that offered some insight but would prefer those in the finance industry to lend their thoughts.

Essentially these negotiation websites keep mentioning the "don't be greedy" mantra but what is considered greedy? Asking for a 20% raise from your current salary? 30%? or 40%?

I understand there are many other factors that go into this decision but for now we can keep it general and I would like to hear what you have to share.

Thank you in advance.