How do you ask for a raise?

I have a question that is less about technical stuff, but still about software development world. I work for this company for 4 years as a software engineer, and in the current team for 2 years. In this time, I never got a raise. I am wondering how you guys are asking for a raise and how do you present your case.

If you ask for 15%, and the company comes back with a 3% raise offer, how would you say you feel you deserve more than that? ( This is an example from a colleague of mine)

Dis you guys experience this in the past and have any suggestions ?