Likewise, your salary is the 'PRICE', but they're getting YOU - so you focus on selling YOU: your experience, your abilities, your 'value add' etc, right to the end. then place your SALARY (your price, plus other perks [training etc]).
Sadly, but true enough, the process is mostly about perception of value, and perception (emphasis on interpretation) is 'workable/pliable' thus hackable (not trivial):
- directly via training/brokers [books, OP etc]
- via networks such as referrals/clubs/accreditation/alumni/nepotism [happens]
- indirectly via social/personal/political/weather factors
Worth reading books on Negotiation, the field is as old as humanity.
p.s. for the avoidance of doubt, i'm neither saying 'workers are like buildings', nor mean 'hack' pejoratively :)