I usually start off any negotiation by saying "what do you think is fair -- I am not a nickle and dime kinda guy, and if you give me a good, fair number, I won't haggle"
That gets you passed I'd say 75% of the BS and usually the guy will give you a straight number...if you feel its still a bit steep - my next advice is..
Return with a firm, lower number that isn't too far off, and before you know it, you have a number you both can live with..
Another savvy trick is to try, if you can afford, to bundle a few pages together, and work with high total amounts --
So if you have a desire for 4 pages, priced firm each at $350,
Buying each page together, and offering the guy $1000 shipped -- that to some people, is a sexy offer because $1000 just sounds good!
Even if he counters - you are probably going to pay significantly less than the $1400 asking ---