It’s not often a zero sum game.
We talk in terms of give-and-take, but these are not the only available outcomes of negotiation.
Our priorities are never wholly aligned; if they were, we would never need to negotiate. This means that whatever is being given or taken is worth different sums to different people.
Giving a little in the right places can mean a lot more to someone than what it cost to give.
Standing firm and insisting in taking in the places most important to you might generate the same effect in reverse.
Balancing the ledger in such a way that all parties feel as though they walked away with more than they gave is not just possible, it should be the focus of all negotiation.