Cheryl mentioned the answer above, referring to negotiating. If that isn't enough to answer your question, I'd suggest becoming very familiar with the Search feature on this site (or use Google, which also accesses threads in archives here), and read, read, read!
This is the topic that's probably been discussed here more than (or at least as much as) any other. This isn't meant to be flip or dismissive, but to be taken literally. Yes, it'll take time and you'll have to sift through a lot of miscellaneous nonsense (for lack of a better description), but there's been an abundant amount of wisdom passed out - mostly in response to questions (often the same or similar ones) - over the years.
There are also a couple of threads created way back in the day where some of what was felt to be the most useful data was collected. The original is Msg #33325. There's tons of great info from many folks who, even though they haven't posted here in years, are some of the 'OGs' of this field. (Quite a few have passed on; some have just moved on...) If I were you, I'd read everything in that very long thread. You'll find that many things have changed since then, but most of the basic principles will still apply.
More recently, I tried to get another one going. Sadly, the most pertinent info there, as I recall, is about how to collect for unpaid work... [That alone tells us something about how our field has evolved...  ] I believe it can be found here: Msg #630000.
If you follow both suggestions (do searches and read those threads), I believe you're likely to find at least some answers. Some things you may have to figure out on your own for what's most appropriate for you in your area. It may also help to take it as given that the only thing we have control over is our own business plan, what principles we choose to base it upon, and how we choose to implement it all. We'll never be able to change anyone else, nor are we likely to create major changes in the industry as a whole. But we can choose to be selective in what we'll accept, i.e. who we work for and for how much.
I could go on, but I've already done so to the extreme...
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