Basically, what I do is look at their previous contract and valuate how much better they have probably gotten since that contract was signed, and make adjustments off of there. If you didn't know, in the top left of the contract negotiation screen, there is a tab to view their previous or "existing" contract. That gives you a good barometer for what their lonely to expect.
I've found the signing bonus and agent fees are usually tough to negotiate, it seems that lowballing them on those (particularly if it's a dick of an agent) can end talks real quick. I try to get my wins in negotiating the weekly salary and taking out bonuses and clauses.
I also have some house rules, like I almost never give out yearly salary raises. I absolutely wrecked my finances like that early in my FM career with those. I was giving out 15-20% yearly raises like candy, signing new players, and my wage budget got out of control.

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