Negotiating Skills for Account Staff

“The minute you get an account is the minute you start losing it.” Advertising Hall of Famer Carl Ally.

It is a function of agency account service to maintain the agency-client relationship by constantly negotiating with clients. One of the best examples of a negotiation is marriage.  Getting the agreement is the easy part; keeping it is the hard part.  

Join Jack Kaine as he shares key takeaways in negotiating with clients and agency colleagues. 

Negotiating with clients is nothing more than gaining the favor of people from whom you want things. Anytime two or more people are trading information with the intent of changing the relationship, they are negotiating.  This is what an account service executive is charged with on a daily and hourly basis. Ideally, it should be a simple process, but more often than not, it gets fouled up, usually through competition, a lack of understanding, and a lack of good negotiating skills. 

 The biggest problem is most people don’t negotiate; they fight and when people fight everyone loses.  

Key takeaways:

• Five basic rules of negotiations
• How to talk about money and when to talk about money
• How to deal with resistance
• How to disagree without being disagreeable.

Who should attend:

Any agency personnel who work on a daily basis with clients and want to enhance their negotiation skills.

 About Jack Kaine:

Jack Kaine has worked with every major advertising trade association in North and Central America and New Zealand including: American Association of Advertising Agencies (4A’s), The Institute of Canadian Advertising (ICA), Asociacion Mexicana de Agencias de Publicidad (AMAP)) and Association of Advertising Agencies, Inc. of New Zealand. 

He has also worked with a wide range of advertising agencies from Dentsu, Young & Rubicam Partnerships in Asia, Y&R Europe, Wunderman, Ammirati Puris/Lintas (USA and Australia), Barkley, BBDO New York, FCB New York, Harte-Hanks Direct Marketing and Saatchi & Saatchi Australia and New Zealand. 

His corporate clients are the leaders in their industries and include:  Marriott Hotels, Learjet, John Deere, The Professional Golfers’ Association, Meredith Corporation, Anheuser-Busch and Sikorsky Aircraft, Jack has been a member of the continuing education teaching staff at Stanford University, Texas A&M, The University of Kansas and Humber College in Canada.