How to negotiate salary?

How to negotiate properly? Anytime we could get to do it on our CCTC or the holding offer (2-3L extra). But if I feel the company could pay more than it + my skills are worth it. How to put that out? Many times I get to see a response that your numbers are high compared to your current CTC / max we can give 2L more than your holding offer not more than it. Example: CCTC : 10LPA, holding : 15LPA, mostly HRs try to settle me at 17LPA max. But through some research if I see the same companies are paying somewhere between 18-22LPA, so I can get offered 22LPA also right! So in such cases how to know the range of hiring? how to negotiate to maximum(realistically) without any regrets and get the best, especially when I am expecting a 100% hike or more?. Does interview performance affect salary? Pour your input guys.