I negotiated. I got the seller to come off the asking price per point and to pay closing. It is all according to what you want and what they have to offer. Like others have said, price per point, points available, banked or borrowed points, maintenance fees paid or not, does the number of points match what you are looking for, etc all affect the deal.
When I bought, the market was about middle ground between favoring seller or buyer. When it is a sellers market, putting a lower offer out might mean you miss that contract if someone else offers full price or just a better offer. It is always a chance you take.
I would just say offer what you think is a fair deal for you. Worst they can say is no.