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
J. Francisco Escobar
JFE International Consultants, Inc. President & Founder
J. Francisco Escobar (JFE) serves as a business management advisor, primarily to major advertisers and service providers in the marketing communications industry. The organization was formed in 2003 as a Minority Business Enterprise.
JFE International Consultants has a singular focus — to ensure that its Client and Agency clientele are treated fairly throughout the lifecycle of the business relationship. JFE is engaged to help customers more productively manage what are often constrained marketing communications investments.
JFE’s customers are guaranteed the undivided attention of a seasoned advisor who has restructured and stewarded major Marketing Services relationships from both sides of the table. JFE’s experience is heaviest in areas most crucial to effective Client/Agency relationship management — that is, financial, legal and enlightened marketing procurement. Given a low overhead and operating expenses, JFE can deliver more personalized service at a reduced cost, that results in a better value to its clientele.
Mr. Escobar was educated in a multicultural environment gaining fluency in Spanish, French and Italian. Following advanced studies in Economics and an MBA, he gained 23 years of experience with Texas Instruments in financial, marketing and procurement management. He has been an active participant and resource for the Association of National Advertisers (ANA), the American Association of Advertising Agencies (4As), and the PR Council. Among numerous other industry contributions, Mr. Escobar authored the ANA’s 2005 publication entitled Marketing Communications Procurement: Building Value Through Best Practices, the first definitive piece on this subject, and the PR Council’s 2008 white paper on Agency compensation best practices.
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