Negotiating from a position of strength

When negotiating for something, it's always best to do it from a position of strength, however the Tory party despite having a significant EUphobe presence cannot deal with the issue of the EU as some see it because its leader wants to keep us in as he's repeatedly stated.
Express.

DAVID Cameron last night hit back at opponents inside the Tory party over his battle to win better terms of membership from the EU.
The Prime Minister struck out amid claims that by repeatedly saying he wants the UK to stay in Europe he is weakening his own chances of getting a better deal.
Opponents inside and outside the Conservative party are increasingly concerned about current membership terms, which will allow in a new flood of migrants when Bulgarians and Romanians get the right to come to Britain from January.
“The Prime Minister couldn’t have been clearer – there will be a referendum by the end of 2017 at which point everyone will be allowed a say. Most people in this country want Britain to be part of a reformed EU, not staying in with the status quo or out altogether."

Unfortunately that last statement appears to be a bit of wishful thinking on Cameron's part as a poll back in July had 71% of the UK public eligible to vote actually wanted out of the EU. There is no reforming the EU, the bit of it that makes decisions isn't even subject to scrutiny nor recall via elections it's basically a self sustaining committee whose aim appears to be to enforce political unity across the board in all countries of the EU whether the voters like it or not. The EU parliament as such appears to be a rubber stamping body with no power to institute bills, merely discuss them.
It will be interesting to see how the EU elections go next year though (assuming they aren't cancelled as there are fears amongst the EUphiles over the rise of anti-EU parties across Europe) I rather suspect Ukip will do rather well at the expense of both Labour and Tories, possibly the Lib Dems being wiped out in the poll.
Still, I believe Cameron is merely stalling for time in the hope that somehow public opinion will change and the EU becomes popular again.
I have my doubts that he's in for a pleasant surprise (for him)