The first number to be raised in these circumstances becomes the anchor.
That is, all negotiation will be based on the anchor point and moving either above or below.
http://en.m.wikipedia.org/wiki/Anchoring
I am typing on a phone so this won't be lengthy and a number of other posters will give you the etiquette side of the conversation but I would stress 3 brief things.
The first is, know what you are worth. If you have a figure in your mind and the company are not willing to meet it; are you prepared to leave?
If not, you are in a considerably weakened negotiating position although your company does not sound combative on the issue so it's not a bad thing. Just something to be aware of.
The second is - whichever number you pick use the sentence
Is there something there we can work with?
Within negotiation it is very difficult to get away from that particular phrase because it removes the potential for a zero-sum outcome (it sounds win-win) and also because anyone saying "no" automatically sounds unreasonable and it takes an extremely tough negotiator to be willing to sound unreasonable.
Hi Boss, given the great year we have had and the projects I have worked on, which I am really appreciative of; I think that $xxxx sounds about right. Do you think there is something there we can work with?
They may sure and offer you non-cash benefits (stock, vehicle, other) which you might be willing to consider. They may say an increase of that level requires a promotion so here is your new desk. The point is you are giving them options to pay you the money in the best way possible. Whatever happens do not speak after you have framed that question. Let them speak.
If the number seems high and they offer a rebuttal then counter with
I understand it seems like a leap and I want you to know my high performance will always continue here at Company X. Could we explore a scenario where I accept half of the pay rise for the next 6 months and if I perform then I am eligible for the full increase?
The third thing is, if you are not particularly comfortable with negotiation and you enjoy/trust your company then let them set a range or ask for a split-rise. Especially if you work for a start up.
Say to your Boss
The truth is, I love working here and the money is not my motivator. It's a great team and the projects are awesome. I know you have a department budget and I want the company to be in the best shape possible; what do you think is fair?
The benefits of this approach may not manifest themselves as monetary reward but it could lead to greater respect, trust and company culture.
In light of a favourable set of circumstances, which techniques can I employ in order to secure the most favourable outcome. <<< I cannot make the following edit the question. Is it too much?
– Venture2099 Dec 31 '14 at 14:44