I was offered 20k LESS in annual compensation for the same Strategy Consultant position offered to a friend of mine. The same company (big 4) and the same academic background as my friend.

How do I negotiate from here? To me, this is just unfair and makes me feel undervalued. It seems unlikely they will raise it by this much.

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Maybe your friend did some homework, and threw out a higher number during initial conversations. You should certainly ask for more if that's still on the table, though come armed with your own research, and not just "my friend was offered more." I wouldn't even mention that if I were you.

Don't take it personal, businesses have a duty to their stockholders to make profits, it would be irresponsible of them to not try and pay as little as possible, just like it's your duty to know your worth and demand it.

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The devil is in the details, if you have already negotiated a number that's within range, then your only new datapoint is your friend's offer, and I wouldn't expect that to be something they will negotiate on.

If you can verify that you are on the low end of that range, then by all means let them know that "upon further research of the responsibilities of this role, I have come to determine that a more equitable salary would be $X.

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I would try to negotiate, but 20k for an entry level represents a huge difference…

..so just my 2 cents:

1) the friend might have had a far better performance during the interview
2) the friend is lying

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Then it’s a matter of performance and you are on the low end

Is this your first offer? If you haven’t done ANY negotiations at all then you can definitely fight for the 20k increase your friend has but I’m guessing your friend negotiated higher from the initial offer?

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Yes, it is my first offer. My friend was offered the amount displayed on Glassdoor for the consultant position and mentioned that she had no chance to negotiate.

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