Negotiating tactics

There is an adage about negotiating that says, whoever is the first to name a figure loses.

So how does that work when both sides of a negotiation are following the same adage? It seems to me that it would result in a standoff, with both sides avoiding naming any figures.

It also seems to me that the person who follows this strategy would be playing the game of win-lose rather than the game of win-win. Where is the abundance in that?

It seems to me that if I am going to show up in my life as a leader then there are going to be times when I choose to be the one to take the first steps to move things forward to attain my goals. It won't serve me well if I choose to equate that with losing.

Maybe it's time for a new adage.