It's important that while you are negotiating with reps on price, that you are doing it in the spirit of partnership.
While it is true that the job of us media planners is to a) create media plans that connect our clients to their target customers and b) get them the best deals we possibly can – it is also our job to create great relations with the media reps. A rep that likes you, and likes working with you, is much more likely to go to bat for you and your client when it comes to getting a great deal or layering in that value add. You know – the things that makes us media planners look like heroes!
So, it is super important that while we are negotiating with reps on price and being hard bargainers, that we are doing it in the spirit of partnership. That we are making sure that it is all done in a way that strengthens the relations between the media property, the client, and of course the agency.
Here are some tips to making sure you or your media planners are showing the love to the reps:
Remember that an agency's relationships with media reps are a big part of why clients come to us. So, in addition to developing expertise and technology, one must not forget to cultivate good media rep relations!
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