Negotiation is usually difficult, that is the nature of things when two parties are setting out to maximise their outcome. Whilst it may not be a win/lose situation, where the parties set out to make the pie bigger, or different before cutting it up, it nevertheless is a confronting process for most.
Considering the negotiation therefore as just another difficult conversation has great merit. Do the background work, see it from the other parties perspective, and be prepared to work through the negotiation toolbox, but do not lose sight of the personal dynamics of a difficult conversation, and set out to manage them as a part of the process.
The nine mistakes articulated in the link above can form a framework for planning a difficult conversation, forewarned is forearmed.