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Media: Double Standards - Hanging tough, not blinking and -89 discounts.(Chris Locke, Nick Theakstone)(Group M Trading)(Interview)
Good dress sense and bad dance moves are two of the things these media trading giants like best about each other. But procurement people aren't so fondly thought of.
CHRIS LOCKE - UK group trading director, Starcom
- What do you need to be a good negotiator?
Vision. Be clear what you want to achieve out of a negotiation. See the meeting in your mind beforehand. Desire. To do a deal, not not do a deal. Lead. Make sure you've got a loaded gun before you go into the meeting. Control the meeting. Dictate the terms. Know when to close. Always, always have a plan B. Team. Surround yourself with like-minded, talented people.
- Do you negotiate across all media? Which is the easiest and which is the worst, and why?
The stronger the media owner within their sector, the tougher the negotiation. Radio, in part due to the BBC, and in part due to no clear direction or leadership, is probably the easiest. ITV would have a row with itself in an empty room. It is probably the worst, as you don't tend to start a negotiation by offering it more.
- How important is it to have scale in negotiation? Does being the biggest mean that you are also the best?
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