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Negotiation – Get the Deal and Make Your Manager Happy RAB Webinar – December2013
12/10/2013 www.rab.com
Negotiation
Brandeis C. Hall VP, Professional Development Radio Advertising Bureau [email protected]
Get the deal and make your manager happy
Negotiation:
ne·go·ti·a·tion noun /nəˌgōSHēˈāSHən/
1. To confer with another in order to reach an agreement
2. A mutual discussion and arrangement of the terms of a transaction
3. To agree on something by discussing it formally
What we’ll cover…
Negotiation – Get the Deal and Make Your Manager Happy RAB Webinar – December2013
12/10/2013 www.rab.com
What we’ll cover…
The pre-negotiation planning worksheet
The Ten Commandments of Negotiation
Your defense to 9 common techniques buyers use
Exercises for you to role-play and practice
Traditional
Strategies
Negotiation: Common Strategies
Common Strategies
Negotiation – Get the Deal and Make Your Manager Happy RAB Webinar – December2013
12/10/2013 www.rab.com
Avoid
Common Strategies
Argue
Common Strategies
Negotiation – Get the Deal and Make Your Manager Happy RAB Webinar – December2013
12/10/2013 www.rab.com
Cave
Common Strategies
Common Strategies
How we see it…
Negotiation – Get the Deal and Make Your Manager Happy RAB Webinar – December2013
12/10/2013 www.rab.com
Common Strategies
How we could see it…
It all starts with a goal…
Setting Goals
Negotiation – Get the Deal and Make Your Manager Happy RAB Webinar – December2013
12/10/2013 www.rab.com
11 Know Your Starting Position
Seller
Client
Selling situation
Selling situation
Know Your Starting Position
Seller
Client
Negotiation – Get the Deal and Make Your Manager Happy RAB Webinar – December2013
12/10/2013 www.rab.com
Seller Client
Negotiating situation
Know Your Starting Position
Preparing For Success
Be Prepared
Negotiation – Get the Deal and Make Your Manager Happy RAB Webinar – December2013
12/10/2013 www.rab.com
10 NegotiationTips
1. Negotiate only with
those in authority
2. Explore all the variables
10 NegotiationTips
Negotiation – Get the Deal and Make Your Manager Happy RAB Webinar – December2013
12/10/2013 www.rab.com
17
3. Quid Pro Quo (give and take)
10 NegotiationTips
4. Stay neutral
10 NegotiationTips
Negotiation – Get the Deal and Make Your Manager Happy RAB Webinar – December2013
12/10/2013 www.rab.com
5. Lock down agreement
10 NegotiationTips
6. Watch for danger phrases
• “A few small details …”
• “One little point and we’re in business”
• “It’s in your best interest …”
• “It’s fairer to both sides …”
10 NegotiationTips
Negotiation – Get the Deal and Make Your Manager Happy RAB Webinar – December2013
12/10/2013 www.rab.com
7. Communicate carefully
10 NegotiationTips
8. Pay attention
10 NegotiationTips
Negotiation – Get the Deal and Make Your Manager Happy RAB Webinar – December2013
12/10/2013 www.rab.com
9. Know when to walk away
10 NegotiationTips
10. Don’t compromise too much
10 NegotiationTips
Negotiation – Get the Deal and Make Your Manager Happy RAB Webinar – December2013
12/10/2013 www.rab.com
Buyer’s Tactics
Negotiation Tactics
Big bait
“If you’ll give us a low price on this deal, we’ll make a bigger buy next time.”
Silence “…”
Crunch (time) “We need your offer within the hour or you’re out of the buy.”
Negotiation Tactics
Negotiation – Get the Deal and Make Your Manager Happy RAB Webinar – December2013
12/10/2013 www.rab.com
Cherry pick
Deliver Garbage
Red Herring
“We want the remote and the Morning Drive, but not the rest.” Or, “If you
want the business, you need to lower your rates.”
“How’s satellite radio affecting your business?” Or the Neilsen Arbitron
acquisition…
A scorched-Earth tactic. Lowers your expectations and confidence
Negotiation Tactics
Change the pace
Take-it-or-leave-it
Usually offered after an initially-low proposition
Brings you close; then backs off
An ultimatum not in your favor
Negotiation Tactics
Split the difference
Negotiation – Get the Deal and Make Your Manager Happy RAB Webinar – December2013
12/10/2013 www.rab.com
Escalation
Nibble
Price tag
“My partner (or spouse) is not willing to accept this deal.”
Sets a limit
Offers an agreement, then takes little bites. “One more thing…”
Negotiation Tactics
The Flinch
Good cop/bad cop
Speaks for itself
One’s unreasonableness makes the other appear very reasonable
Negotiation – Get the Deal and Make Your Manager Happy RAB Webinar – December2013
12/10/2013 www.rab.com
Negotiation Exercises
An email will be sent following this
presentation with links to the pdf of the
slides and to Negotiation Role-plays you
can use with your team.
The Law Library The CRX
Billy Bob’s Carpet Barn
Negotiation
Remember the 5 Ps…
• Preparation: examine needs of both parties and all factors before
sitting down to negotiate
• Poise: remain calm!
• Persuasiveness: know what the most important points are and
use them
• Persistence: don't give in at the first sign of resistance
• Patience: don’t try to close the deal too fast
Negotiation – Get the Deal and Make Your Manager Happy RAB Webinar – December2013
12/10/2013 www.rab.com
The buyer will never be forgiven for not
asking for a lower price or a better deal, but
will always be forgiven for not getting it.
Recognize negotiating tactics
Take reasonable risks -- equate risk with a
positive outcome
Questions?
Negotiation – Get the Deal and Make Your Manager Happy RAB Webinar – December2013
12/10/2013 www.rab.com
Negotiation
Brandeis C. Hall VP, Professional Development Radio Advertising Bureau [email protected]
Get the deal and make your manager happy
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