Negotiation is a complex activity involving strategic reasoning, persuasion, and psychology. An average person is often far from an expert in negotiation. Our goal is to assist humans to become better negotiators through a machine-in-the-loop approach that combines machine’s advantage at data-driven decision-making and human’s language generation ability. We consider a bargaining scenario where a seller and a buyer negotiate the price of an item for sale through a text-based dialogue. Our negotiation coach monitors messages between them and recommends strategies in real time to the seller to get a better deal (e.g., “reject the proposal and propose a price”, “talk about your personal experience with the product”). The best strategy largely depends on the context (e.g., the current price, the buyer’s attitude). Therefore, we first identify a set of negotiation strategies, then learn to predict the best strategy in a given dialogue context from a set of human-human bargaining dialogues. Evaluation on human-human dialogues shows that our coach increases the profits of the seller by almost 60%.