In our last newsletter, I printed part 1 of a letter that I received from a media negotiator whom I consider to be one of the best in the business.  I worked with him when I managed radio stations and frequently "butted heads" with his demands. It's important that we understand the world of the buyer and what motivates them to buy our stations...or not to buy them.

Here is part 2 of Les' thoughts:

"The essence of effective negotiations leading to money
 -making transactions is simply stated; "being prepared" and "working toward the client's actual benefit". Remember, I said our determination of the value, not yours.

Being prepared is, in effect, just that. Know your market, know your competition, know what they are doing and what they are not doing.  Know what you are doing better and, obviously, know the competition's shortcomings.  Know the alternative communications mediums and what you are doing better than they do.  Who skews to what demographic?  Who makes promises and rarely delivers on them?  Know the client, the client's business and how you can help them. If you do not know the business problems, how can you solve them?

Yes, you are SELLING SOLUTIONS! 

(Editor's comment: Hallelujah Les!!!!)

Are you looking for a one-time sale or are you in for the duration?

You cannot be over prepared in my way of thinking.  The more you know, the better prepared you will be.  Your knowledge and communications skills will be tested.  I will look for ways to challenge you.

Trying to coast through with a winning personality and a politician's handshake only gets you in the door.  We never say "No" to the first visit.

Your performance is measured with every question, your knowledge tested.

Maximizing client's results is my job. It is a challenge I take very seriously.

If you show up unprepared and winging it, I begin to question your work ethic and potential to give the type of support that I know to be needed.  Your seriousness of intent? How you present yourself, what you are wearing, and promptness on keeping the meeting time?  Chewing gum snappers and those with sunglasses on the top of their heads...beware!  No more "Howdy Calls".  Have something of value to discuss and make an appointment.  Be prepared, I AM going to test you, to find your weakness and exploit it.

If you really want to be successful, do not show up at a gunfight with a knife.

This is good business, not show business.  If you are not winning the business you think that you deserve, analyze what could possible be going wrong?  The bottom line will always be preparation, personal motivation and dedication to succeed.  It is an everyday, every hour, every minute commitment.  Short cuts eventually lose business.  If you want to take my money, do not attempt to take me for granted."

Editor's comment 2: "Les, Amen and Amen!