Research first
Glassdoor, Levels.fyi, and the Chronicle of Higher Education salary database all have Southern data. HBCU faculty salaries tend to lag PWI offers by 10–20%; come in with comparison data.
Ask for total comp
Base, signing bonus, performance bonus, equity (if applicable), retirement match, professional development budget, moving expenses. Each is a lever.
The Southern script
"Thank you for the offer. I'm very interested. Based on my research and the cost of living in [city], I was hoping for [number]. Is there flexibility there?" Then stop talking.
Walk-away number
Decide before the call. If they hit it, take the job. If not, ask for a week to think and weigh it against your alternatives.