Yes please! It does feel like selling, but I'm selling myself. My tactic so far (note that I am entirely improvising this) is to 1. get them to understand my value, 2. keeping the conversation on my terms (I want to be the one to make the final calls), and 3. to understand that information is the most valuable thing in a negotiation, especially any expectations about money and terms. Oh and to realize that an uncomfortable conversation now is worth the long term benefits every time. But who knows, I might panic if they play a tough game...
Negotiate from a position of strength. If you have options, you have strength. That said, don't over-optimize. A lesson I have learned the hard way. Dont let perfect be the enemy of good. A good opportunity in the right hands can turn in to a perfect one. Lots of platitudes here :) Good luck my friend.