
Digital Marketing
Analysis finds social media used by less than 4% of people, while mobile phone connections are equivalent to less than 60% of Malawians.
NEGOTIATION SKILLS
By our News Team | 2021
How do you, as an agency, negotiate with a client that thinks you’re nothing more than a commoditised service provider?
Mike Lander, Chief Executive of negotiation skills training company Piscari and an ex-procurement director, has spent his career honing his negotiation skills when it comes to how to negotiate more profitable deals – especially with procurement.
Here he adapts those skills to the marketing agency environment.
Calling something a commodity makes us all think of a race-to-the-bottom on pricing. It doesn’t have to be that way. Your job, Lander says, is to explain to the client – using data and insights – why it isn’t a commodity service.
“I was talking to a client last week and they said to me: ‘We’ve got a significant problem negotiating a deal with one of our new clients; they’re treating us like a commodity supplier and discounting our price massively. Any suggestions?’”
Tips on how to avoid the commodity trap
Image by Shutterbug75 from Pixabay
So, as agencies, what can you learn from the IT sector to counter these ‘commodity’-type discussions/negotiations?
Ultimately, your goal is to move the conversation away from commodity features into how you understand and solve their business problems in order to deliver outcomes/targets.
Source: Mike Lander, Chief Executive of Piscari
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