I have been in my role for three years, how do I professionally negotiate a salary increase?

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Do the research first.
Come in with hard data. Pull down a list of 3 to 5 companies in your state (preferably nearby) with the same or extremely similar job title/description. Get the base and max pay that those companies are offering and find out how that pay is factored. Use that to average what you could be making at a competitor and use that as your negotiating base.
You must also factor in any benefits or company paid retirement contributions.
You may be pleasantly surprised how much you can ask for.
You should also come in with a 5 year projection as far as your personal training or certifications. Both current ones and ones that can be a beneficial addition for your department.
List out any value added training you would like to attend over the next 5 to 10 years (or budget years of that is how the company looks at items like that) if the company is willing to work with you.
Additionally, you can negotiate not only for a raise but for an annual inflation correction.
At the end of every year they should be calculating the amount you started the year making and correct it for inflation BEFORE calculating any raises or bonuses.
Sometimes just getting them to do that can be a big pay boost.
Also, these types of meetings should NEVER be done one on one. You have every right to bring a coworker, lawyer, spouse, etc... To any meeting with an HR representative. You should always have a witness, preferably one that is not tied to that company.
If you can't or HR won't then get a small digital audio recorder (not your phone) and record the meeting conversation.
You MAY have to tell them before you begin recording for it to be usable in the future but check the laws in your state.
Remember HR is NOT there to help you, they are there to do what is in the best interest for the company. If forced to choose they will side with the company 99.9999% of the time.
So make sure your pitch illustrates how you being paid more will benefit the company. You can even go as far as pointing out how much more it will cost them in lost man hours to be short an employee, have to hire and train a new person and how much less productive that new person will be compared to you now.

Best of luck.

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