Ad Age features Sandy Sbarra's article on agency-client negotiations

Sandy Sbarra, lead tutor with extensive experience in the marketing industry, had his column, "A Fresh Approach to Agency-Marketer Negotiations," published in Ad Age. 

Read article

Negotiation, step 5: package

Packaging makes the proposal more acceptable by adjusting the variables without increasing the offer. If those on the other side reject a proposal because it fails to address their needs or it inhibits them, you'll need to modify the package. If they say the proposal isn't enough, it's a bargaining issue.

To reach a deal without making further concessions, re-package the proposal. Identify the other party's inhibitions and interests and take a cooperative, not a competitive, stance. And before responding to a proposal, look for a lower-cost solution.

Next month, we'll explore other facets of package.

Tutor's corner: get more by asking

Under what circumstances?

Simon Letchford  Bio   Email

"Under what circumstances?" can be a great question to ask after you've faced a "no" and have thoroughly explored the other side's position. See how below.

Customer: I bought this guitar three months ago but the neck is twisted, a workmanship issue. I'd like you to replace it or provide a refund.

Store rep: Sorry, but our policy is that returns need to be made within one month of purchase. After that, we'd normally need you to bring it to the manufacturer.

Customer: (interpreting signal) Okay, thanks. You said you'd "normally" need me to go to the manufacturer. What would give you the flexibility to replace the guitar?

Store rep: Sorry, I can't do that.

Customer: Okay, thanks again, but this is a workmanship issue for a guitar I bought this year, and I need your help. You said you can't do it. Under what circumstances can the store give me a new guitar?

Store rep: I'll check with my manager (disappears and then returns). Okay, we'll do it, just this once. 

Competitive bids can control price hikes

Use requests for quotes (RFQs) to learn what competitive suppliers are offering, says Darryl Smith of Modernfold. Congrats, Darryl, our March contest winner! 

Highlights of Darryl's winning analysis

RFQs remind suppliers that they could be replaced, discouraging price hikes. Be sure agreed-upon increases are warranted. For example, a 4% rise in resin costs doesn't justify a 6% increase in the price of an extrusion.

Enter the contest below on stadium parking, and you could win a bottle of wine or a seat at our course!  

Stadium parking dispute: you decide

Though he sold the Texas Rangers in bankruptcy proceedings last August, Tom Hicks retained control of about 11,000 stadium parking spaces. On Apr. 13, the Rangers filed a lawsuit to prevent him from raising parking fees. The arguments:

Ballpark Real Estate (Hicks)

-We can charge whatever we want for parking.

-Rangers kept prices artificially low ($5 to $10) to boost attendance.

-Parking rights are more valuable than the team believes.

Texas Rangers

-Hicks wants to squeeze fans with high parking fees.

-Hicks broke the current agreement (where Rangers didn't pay rent to Hicks, but divided parking revenues with him).

-Ballpark Real Estate wants to charge us an "unconscionable" $3.5 million to lease the land.

Give your opinion, win a bottle of wine...

Sandy Sbarra

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Rich Waldrop

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Register here for the Advanced Negotiating Skills course on May 23-26 or on any of these dates: 

Parsippany, NJ  

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About Scotwork

North America

Scotwork (NA) Inc. is the North American division of Scotwork Negotiating Skills, the world's largest independent provider of negotiation skills training and consulting with offices in 31 countries.

Its seasoned negotiators offer consulting and training in 17 languages to more than 9,000 executives and managers worldwide. Scotwork's clients receive an average return of 10 times the course fee within three months.