What Executives Typically Negotiate
VP and C-suite candidates in strong positions will typically negotiate. This is normal and healthy — it signals genuine interest and an expectation of a fair deal. The components they're most likely to push on are base salary, equity percentage, vesting schedule, bonus target, and start date.
Common Executive Negotiation Points
How to Negotiate Well
Understand their actual ask before responding
When a candidate says the base is too low, ask what they had in mind and why. The number they're anchored to, and the reasoning behind it, changes how you respond. A candidate asking for more base because they have a competing offer needs a different response than one asking because they believe market rate is higher than your offer.
Find the flexibility you actually have
Before the negotiation begins, know which elements are fixed (equity percentage may be constrained by option pool and board), which are flexible (base salary within a range), and which you can get creative with (signing bonus, accelerated vesting on a portion of the grant). Knowing your real flexibility prevents making promises you have to walk back.
Make one strong counteroffer, not a drawn-out exchange
Multi-round negotiation exhausts goodwill and signals that you're either underpowered on compensation or playing games. If the candidate asks for more and you have room, make one substantive response that addresses their concern. If you don't have room, explain why clearly and offer what you can.
Confirm verbal agreement before the letter goes out
Do not update and resend offer letters multiple times. Verbal agreement first — "So we've agreed on X base, Y equity percentage, Z signing bonus, and a start date of W. Does that reflect our conversation?" — then a single updated letter. This keeps the process clean and professional.
See: How to Make an Executive Offer | Counter-Offer Management | Equity Narrative
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