If there is one thing I learned about business early that I am thankful for, it is that you can negotiate anything. You can negotiate fees, you can negotiate salaries, and you can negotiate pricing, too.
Nothing is set in stone because the other person you are talking to is meeting you because they want something. Make sure both of you get something out of a deal, and keep doing more of them to get better at it.
I always give options. The worst deal-maker is the one who doesn't offer options or give the other side room to save face when you really think they aren't offering the best.
This book was my primer on negotiation, and it has saved me a fortune and also helped me to make a lot of money while setting fees.