Day-to-Day Negotiation Skills: Stop Leaving Money on the Table
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Francisco advises agencies of all sizes and major corporations on all aspects of the Agency/Client lifecycle. He authored the ANA’s Marketing Communications Procurement Best Practices, the only definitive work on this subject.
It’s no secret that marketing clients and procurement have become increasingly sophisticated in how they challenge agencies on fees. It...
Francisco advises agencies of all sizes and major corporations on all aspects of the Agency/Client lifecycle. He authored the ANA’s Marketing Communications Procurement Best Practices, the only definitive work on this subject.
It’s no secret that marketing clients and procurement have become increasingly sophisticated in how they challenge agencies on fees. It often feels relentless. Addressing it begins by clearly understanding Procurement “care-abouts” and identifying where your Client exists on the Continuum of Cost Savings to Value Creation. Francisco will outline specific strategies you can use to prepare and engage – ensuring you secure the most optimal commercial arrangement while strengthening Client relationships.
In this session, you will learn how to:
- Recognize and respond to Client negotiation tactics: spot marketing and procurement’s most common approaches.
- Overcome the toughest objections with confidence: use clear, practical methods and language to defend your position with respect to contracts and compensation.
- Pre-empt Challenges before and as they surface, shifting discussions to focus on value, not cost.
- Equip new business, account/project leads, and senior executives with practical tool — frameworks and methods you can begin to use right away.
- Learn how to begin deploying outcome-, solutions-, and value-based compensation arrangements.
Training Materials
Following the session, those who attend will receive one week of recording access.
Who Should Attend
This session is designed for those client-facing, operations, and new business team members involved in day-to-day negotations with clients and prospects – including securing the approval of estimates, scopes, and proposals.
Instructors
Brent Hodgins
Mirren | Managing Director
Brent Hodgins is the Managing Director at Mirren, a firm that specializes in organic growth and new business training for agencies in digital, PR, advertising, media, experiential and more. Each year, more than 900 agencies now participate in Mirren’s annual conference, training programs and webinars (www.mirren.com). Their team has now trained CEOs and their senior management teams in every major region around the world.
Brent is highly competitive as he rallies his agency clients to build the infrastructure necessary for consistent growth – applying methods that are far more innovative and efficient. He believes that growing an agency is not about throwing more money at it. Rather, it’s how you organize the resources you already have in place. He can also be heard encouraging agency teams to stop submissively bowing down to their clients. “As soon as you put the client up on a pedestal, you lower your position in their mind. It’s a downward spiral from there. If you bring a high level of expertise to the table, then take a stand and command the respect you deserve as a peer.”
His approach to converting organic growth and new business is down to a science – strategic and methodical – but often contrarian. Too many agencies are using the same old dated methods. And, often with no consistency whatsoever. If no one breaks from this sea of sameness, nothing will change.
Brent began his career in account management at Leo Burnett, where he worked on Kellogg’s, Johnson & Johnson and McDonald’s. Later at TBWA\Chiat\Day he launched their digital group in New York, before moving into new business at Wieden + Kennedy.
After 10 years in New York, Mirren moved its offices to Seattle. Brent resides in the Ballard area with his wife and son.
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