The process of negotiation can be challenging for many especially in academia. When people seek my advice for putting a start-up package together they generally start by saying they do not want to appear too greedy.  (1) Forget greed, it is all about need. Negotiating for a start-up package is about asking for what is essential in order for you to be successful at what you are being hired to do.  Ask for the maximum of what you need.  It is not about trying to game a system to get the maximum you can or figuring out the maximum you can ask for and not appear greedy.