As negotiators, our job during a negotiation is to understand what the other side is looking for and then make them an offer. 

The offer that we  present to them will hopefully be what we consider to be a great deal  for them. However, sometimes after we’ve made the offer, we’ll get the  impression that the other side does not agree that the offer is all that  good. Why do we have a problem here? 

It turns out that your offer may be excellent; however, it’s how you’ve approached framing in the negotiation that’s holding you back.