Start with what you're willing to pay, remember everything's negotiable, negotiate the non-obvious, honor your word, and be willing to walk away.
You got to know when to hold 'em, know when to fold 'em,
Know when to walk away, know when to run.
You never count your money when you're sittin' at the table,
There'll be time enough for countin' when the dealin's done.
-The Gambler, Don Schlitz
When I started out in media buying 16 years ago, I had one goal: earn enough to pay my rent. This was 1996 and the average salary for a media buyer was around $17,000, which, by the way, sounded like a lot of money before I factored in taxes. But, my company offered buyers an incentive to make commission, which, honestly, I paid no attention to during my interview (particularly since I thought I was raking in the dough). The commission was based on a percent of the objectives set forth by the planning group. Since money is a great way to incentivize, particularly if the other option is moving back home, I worked really hard on my negotiating skills. It turns out that this skill would serve me well both professionally and personally. So, below I offer some of the tips I've learned through the years. If appropriate, apply this wisdom to job negotiations, media packages, or at your local flea market.
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ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!
Based in New York, Anna Papadopoulos has held several digital media positions and has worked across many sectors including automotive, financial, pharmaceutical, and CPG.
An advocate for creative media thinking and an early digital pioneer, Anna has been a part of several industry firsts, including the first fully integrated campaign and podcast for Volvo and has been a ClickZ contributor since 2005. She began her career as a media negotiator for TBS Media Management, where she bought for media clients such as CVS and RadioShack. Anna earned her bachelor's degree in journalism from St. John's University in New York.
Anna's ideas and columns represent only her own opinion and not her company's.
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Wednesday, July 23, 2014