For my negotiation interview, I spoke with Todd Maahs, Director of Partner Relations, at Discover Mediaworks. Todd has many years of experience in sales and client interactions, and had a wealth of knowledge on the topic of negotiating.
DR: Thanks for meeting with me, Todd! The first topic related to negotiations is dirty tricks. What are your thoughts on dirty tricks?
TM: In my opinion, dirty tricks don't work. But there are tricks, they are real, and you have to be ready for them. One of the tricks that I’ve used myself is the assumptive close. At the end of the conversation, talk like the deal is already done. Don’t say that it will be, or it could be, use terms such as “when this is done” or “once under way.” You talk about it as if the decision is made.
Another trick I use is if I can’t close the sale right then and there, I always schedule the next meeting while I have them. Don’t ever walk away without a meeting set up to try again. This puts things back in my control, and it gives me the timing advantage, setting me up for the actual negotiation. I’ll also do the opposite and say I’m not available, or out of town and will have to get in touch at a later date.
It all comes back to doing business in person. A face-to-face situation is more than just a proposal sent over email or phone – it’s really easy to say no to that. But if you drive out to see somebody, you have what I call “skin in the game.” You have that sense of guilt going out of your way to see somebody in person creates.
DR: Great insight! What are your thoughts on negative emotions that come up during a negotiation?
TM: I like to get a good understanding whenever negative emotions arise. Knowing exactly where the other party stands helps me figure out ways they would be happy. A bad deal is when both people are unhappy. The best deal is when both are happy. And make sure it’s a sincere understanding – don’t put words in their mouth. Also don’t rush – people need time to think, so give them time to think. Wait longer if you have to. The awkward silence will eventually make them say what’s on their mind.
DR: What are your thoughts on industry standards when you are making sales?
TM: Well, I don’t necessarily compare price as much as services. Discover Mediaworks is often compared to a marketing agency, but an agency doesn’t offer anywhere near the services our potential clients have access to. I try to make an apples to apples comparison as opposed to making a comparison to an orange. Your quality and expertise is an intangible, so I try not to let the price points of other companies factor in too much. However, when I’m on the east coast I recognize that we have a mid west price, so price factors in more in that situation.
DR: How do you use leverage and power to your advantage?
TM:
I like to use a sandwich technique that involves the company president in the negotiation. What we do is the president will work with the president of the company we’re meeting with, and then I’ll meet with the people actually doing the work. We’ll leverage them against each other, but at the same time I’m aligning what they’re looking for. This leverages their trust, and they end up agreeing to what we propose.
DR: Thanks, and I appreciate you taking time for this interview! Any last comments?
TM: Mutual benefit is the single most important aspect of a deal. Sincerely consider not doing the project if it isn’t mutually beneficial.
