As media buyers we tend to be drawn into a world of patterns: making a cold call, replying to emails, send another e-mail, make another phone call, another e-mail, and so on. But are the patterns we are using relevant for everyone the same way? Does every person work the same way?
In the measurable world of bids, stats and rates, the only thing we often need is the right machine to calculate the information that we require. But what happens in the qualitative world, when we are dealing with different people, characters, “moods”, and different cultures? These are variables that can’t really be categorized. So what do we do in these scenarios? How do we engage? How do we move forward?
The challenge starts with every single contact.
Imagine if we could categorize each contact. Making it as simple as putting together the right words for the right person. Sounds like every negotiator’s dream, right?
The reality is that when we’re negotiating, we have to express desire along with confidence, and maintain a professional approach towards the other side. We have to set our state of mind and make apparent that we really want to be there, even if we were in these types of situations many times before.
The core value of every negotiation is about getting what we really want. We should not spend our time on being “Mr. Right”, or being the “Winner”, but rather we should focus on our goal. At the same time, we have to understand the other side and the way they think, and adjust ourselves so we will get our deal closed in the optimal terms. Putting ourselves in the other side’s shoes helps the negotiation process because it creates mutual understanding.
While every side sees things differently, and we all have our own priorities, staying focused and being aware of the fact that the goal might be a common one could help close the deal.
Eran Ben Yehoshua is Media Buying Team Leader at dmg