[mrmr]

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Well this is a small company, about 45 people, so no salary grades I don't think. I have a feeling they don't use headhunters, but even if they did I don't think I'd have the balls to demand a signing bonus.

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That's why you won't get a signing bonus.

You've got to believe you are worth it, and you've got to ask for it. If you are planning to ask for 10k more, but will settle for 5k more -- which is still really a small pay cut from your old job -- there is no reason in the world not to go with Mark's suggestion. Go in asking for 25k more, and see what happens.

Many people in their every day lives are not used to confrontation, or being pushy about money, and so this whole process is alien to them. But they aren't going to hate you and rescind the offer because you ask for too much. They might say yes, they might offer a compromise, or they might tell you to take the original offer or leave it.

Good luck.