Teaching Salespeople to Become Better Negotiators

If you are getting more and more client demand for cheaper rates and added value, maybe it's time for your sales staff to brush up on their negotiating skills.

• Sellers should be reminded constantly that negotiation is not a game with a winner and a loser. In order to have a successful negotiation, both sides must feel as though they have won.



• Cutting the rate and giving away promotions is the easy and lazy way to get a buy. Clients always put more pressure on salespeople they perceive as being weak negotiators to help bring in the market cost-per-point. Eventually, many sellers just give up and acquiesce to the buyer's demands.



• Negotiation is always a two-way street. That means that if the client takes something away from the table, YOU must take something away. If the client asks for more, you must also ask for more. If the client hammers you on the cost-per-spot, broaden the daypart or take entire days or dayparts away from the schedule.



• Incredibly, many sellers volunteer added value or bonus spots without the client even asking. This happens frequently, even in large markets. Remind your staff that nobody gets paid for free spots and promotions. The station does not get paid. The salesperson certainly does not get paid. What added value really means is a lot of extra time and effort that nobody will get paid for.



• Always try to negotiate a longer-term contract. Why have to go back month after month, when you could negotiate a contract for an entire year and then spend the rest of the time building the relationship?



• Remember that YOUR VALUABLE EXPERTISE is worth a few extra dollars per spot. A cheap advertising schedule without good ideas and excellent service is worth very little.



• Don't edit the client's budget for him. Why do we automatically assume that the client s only prepared to spend "X" amount of dollars? Carefully evaluate how you came up with the budget you are pitching for. You'll be surprised when you realize how seldom there is any logical reason for the amount of dollars your salespeople are proposing the client spend. Make bigger pitches. You can always scale back if you have to.

The bottom line is that most clients will respect you more when you defend the budget and cost-per-spot you think you deserve. Keep in mind that ANYBODY can give it away, but it takes a REAL SALESPERSON to negotiate.





Paul Weyland: 5450 Bee Cave Road, Suite 1-C, Austin, Texas 78746, 512-236-1222, paul@paulweyland.com
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