Objective
This course is designed to equip agency buyers and media owners with ‘best practice’ negotiation techniques and tools, improving both their ability and confidence.
Benefits
• Both media buyers and media owners will improve their negotiation skills whilst enhancing their reputations as ‘good people to do business with’
• Delegates will understand the role of good relationship building within negotiations
• Through a series of fun and involving negotiation games and team brainstorms, delegates will get first-hand insight into the fundamentals of great negotiation technique
• In addition to conventional negotiation styles, delegates will have the opportunity to experiment with more advanced, lateral concepts that tend to deliver outstanding results
• Delegates’ confidence will improve in this important skill area
Content
The course opens with a group brainstorm on agency buyer and media owner negotiation objectives and the forces at work during media negotiations. The following areas are then covered:
• The importance of thorough preparation prior to starting any negotiation
• Understanding the ‘haggle based’ negotiation ritual and how to manage each phase effectively
• Best ways of managing objections
• Canny but legitimate negotiation ploys that buyers and sellers can both use and ‘tricks’ to watch out for and counter
• The importance of listening and silence throughout the negotiation
• Use and abuse of power
• Advanced negotiation techniques covering:
o Keeping people and problems apart
o Seeking complimentary solutions rather than conflict
o Multi-option negotiations
o Negotiation and accountability
Target
People in media agencies and media owners with up to 3 years experience. Foundation level course.
Format
This is a one-day intensive course, with lunch and light refreshment provided throughout. It is held at a convenient central London location.
Delegates should find the course to be completely relevant to their career development as well as being practical and fun.
Facilitator
The course is run by Michael Horner who has worked in advertising and media for over twenty years. During that time he has held numerous high profile senior jobs in the industry, Sales Director of an outdoor company, MD of a Radio company, to name a few. Throughout his career he has placed great emphasis on the development of people and for the last ten years has run his own training and consultancy company.
Delegates’ comments
“I now realise that aggression is not a good way to negotiate and that finding common interests and understanding each others positions are far more effective in achieving the desired result”
“It has made me more aware of sales techniques that are used to get us to give more than we intended.”
“This has really built my confidence and I’ve learnt how not to back down so easily”
“I’ve learnt ways to make the sales people work harder for what they want”
“Really made you kick yourself when looking back on previous negotiations”
"Very useful grounding in approaching a negotiation and getting the best result"
"Really great course, interesting, practical, very relevant and helpful"
"A terrific day and my relationships and results with my agencies have already improved"
CPD Value
7 hours