Most clients accept a copywriter’s proposals without problem, but a few clients want to negotiate.
When I was starting out, some clients – knowing I was new – negotiated hard, and got me cheap. Others negotiated more work than they paid for.
Most distressing was the fact that I didn’t know what was happening.
I was losing the negotiation battle.
Finally, I picked the brains of a top salesperson. What he taught me was invaluable.
#1 Confidence is Critical
Confidence was a big part of the problem. I didn’t believe I was worth what I charged (I now realize I was worth a lot more).
And after getting creamed in a couple negotiations, I thought the best tactic was to become a bigger asshole.
Wrong.
It only created hard feelings, netting me nothing.
My problem was my lack of negotiating skills. I gave up far more than I had to, and often made matters worse by trying to “fix” things which were the client’s problem, not mine.
Believe in your worth.
#2 Don’t Take Negotiations Personally
A negotiation is not a measure of your worth as a human being – or a fight to the death.
Instead, it’s simply a part of the business process. We negotiate every day, and it’s not a personal slight – just an attempt to meet everyone’s needs.
Remember that next time your blood pressure’s rising. Don’t be a jerk, and keep it civil even if the other side won’t.
#3 Avoid Negotiating When Possible
You just handed a client a proposal, and there’s a moment’s silence. They might even make a physical show of distress (it’s a technique called “the Wince”).
Do not immediately dive in to “fix” the problem. In some cases, a savvy buyer is testing to see if you’ll do something foolish. Don’t.
Still, perhaps your proposal isn’t quite on the money (the scope of work is wrong, the project’s changed, etc). Or maybe you’ve come across a true asshole – the person who isn’t happy until you lose and he wins.
Congratulations. You’re in a negotiation.
#4 Make Them Go First
Your first task? Don’t start the process. Make them go first.
It’s up to both parties to make this work, and if they have your estimate, proposal or verbal quote on their desk, then you’ve given them a concrete starting point.
If you retreat without even hearing their solution, then you’ve made a concession and gotten nothing in return – which just happens to be point #5.
#5 Never Give Up Anything Without Getting Something
One of the cardinal rules of negotiating is this: never give up anything without getting something in return.
In other words, don’t lower your price, tighten deadlines, or agree to do more work unless the other side moves too.
For example, a common freelancer’s mistake is to accept burdensome deadlines without getting anything in return.
You might do this for good, repeat clients, but be aware of it – and try to negotiate something in return when possible (smaller project, streamlined review, etc).
#6 Don’t Fall for Common Negotiating Ploys
Craig warned me about some of the tactics used by negotiators. I already mentioned “the wince.”
Another is called the “hot potato” – where your opponent keeps lobbing the hot potato back into your lap. He’s trying to force concessions from you with making any himself. Don’t fall for it.
Also recognize the dangers of “the higher power.” A staple at car dealerships, it’s where you negotiate with someone, reach an agreement, and he then tells you it’s all subject to his manager’s approval.
This opens the door for more negotiation. Avoid it. Why negotiate with someone who can’t say “yes” – only no?
There are many tactics, and means for countering them. But they’re a bit beyond the scope of this basic post. And in truth, most aren’t that effective if you know the key principles I outlined above.
Still, for those interested, I included links to some popular books below. Those will help.
#7 Know Your Goal
The ultimate goal of any negotiation isn’t to kill your opponent, leaving his mashed body on the conference room floor.
The goal is to arrive at a place where everybody’s happy, and sometimes that simply requires a little fine tuning. If you are locked in a negotiation, recognize what you will and won’t do to get the job.
That means you might be willing to accept a tighter deadline, but you’re not going to double your word count for a 15% fee increase.
#8 Don’t Be Rushed
A common tactic is to rush you into a decision. Delivering a snap quote over the phone – when the scope of a project isn’t even clear – is a bad idea.
Take the time you need to clarify the scope of work, deadlines, and the deliverables before starting a negotiation.
Never forget the client needs something from you, so don’t panic when an imaginary deadline appears.
Recently, a small town near my northern California home fell prey to a large corporation. The company threatened to break off negotiations on a water bottling plant unless their proposal was accepted in just a few days.
The council buckled immediately – and agreed to a horrifying deal. They clearly they had the one thing the company wanted (clean water), but got stampeded.
Don’t let that happen to you.
#9 End the Negotiation Quickly
Don’t negotiate endlessly. In fact, you’re always trying to close the deal, and your negotiating stance must reflect that.
For example, your client’s budget doesn’t equal your fee, but he’s willing to make concessions. You’re happy – so end it now!
Say something like “if I agree to lower my fee, and you do these things for me, then do we have a deal?”
Resources
I was lucky to learn my lessons from a mentor. For those without that kind of help, I’ve heard good things about the three books mentioned below. I lack first-hand knowledge, so I certainly welcome any other recommendations or comments.
First, my lovely and talented wife – the director of an economic development non-profit – suggests the classic “Getting to Yes: Negotiating Agreement Without Giving In
I’ve also heard good things about Dawson’s Secrets of Power Negotiating
More basic is The Only Negotiating Guide You’ll Ever Need: 101 Ways to Win Every Time in Any Situation
While I don’t think any freelancer needs to invest a lot of time becoming a master negotiator, learning how to negotiate pays dividends throughout your career.
Comments 17
Great list! Your first point sets the stage for many that follow. “Believe in your worth” is excellent advice. And the key to negotiating.
For most copywriters and consultants, their time is the least valuable thing they offer. Business people know this and will compensate accordingly…when you get the subject off of what you do and instead place your value on what you do for your customer.
Your list doesn’t need anything added, but I’ll offer one tip that may help someone: terms and price are inversely proportional in a business deal. You can give one, but never both.
Again, great post!
Hey – just wanted to say Engagement Principles made the most sense out of everything I’ve read this week. Awesome! And for a lapsed writer that’s returning to the craft after a seven year break – this site is pretty amazing too.
On the subject of negotiation, you absolutely must check out the book _Start with No_ by Jim Camp.
Brilliant post. I also would like to suggest, seconding Phil’s recommendation, Jim Camp’s excellent book, “Starting With No”.
These lessons can be applied to many circumstances outside the realm of negotiating copyrighting fees – great stuff!
Thanks for the nice comments and “Starting with No” book recommendations.
And Sara, thanks for the kind words regarding the Engagement Principles.
On my (miles long) list of things to do is a much longer version.
I don’t mean to be negative but I believe your attitude towards your clients is way off base.
Negotiating is a game but the first rule of negotiation should be that you both win.
Your intent is everything and you need have your client’s best interests at heart.
Generally speaking you can negotiate far higher fees and more work with the same client by:
1. Establishing what the work is really worth to your client.
(If your work is worth less than what you want to charge then you need to find some clients who have a business where they can pay your fees and still make a substantial profit.)
2. Looking for ways your client can increase his profits.
This may involve multiple sales pages each targeted to a specific niche, or an email autoresponder series or a lead generating free report.
Or something that doesn’t require your copywriting like suggesting a high value bonus that can be added to a product offer or a joint venture with another of your clients.
If you bring more value to your client it’s very easy to justify higher fees.
Even more important your client will be making more profits from their interaction with you.
Neither of these techniques requires covert negotiating tactics.
If you’re constantly having trouble with clients trying to negotiate you down you could have a marketing problem where you’re just not getting enough high quality, high paying clients.
You want clients who are eager to do business with you and pay whatever fee you want to charge because they KNOW they’ll get value.
And that’s the other side of the coin.
Is your work really worth what you’re charging?
Kindest regards,
Andrew Cavanagh
Andrew;
I appreciate your perspective, but disagree with some of your assumptions.
You shouldn’t assume negotiation implies an overtly adversarial attitude towards a client. It’s simply how two parties arrive at a mutually acceptable endpoint.
And second, a high perceived value isn’t a shield against negotiation.
Example? Several of my biggest corporate projects were negotiated through a purchasing agent. Book authors negotiate their contracts (the higher the author’s perceived value, the bigger the negotiation).
I wouldn’t accuse the purchasing agents of unethical behavior, but their job was clear – negotiate a good deal for the company.
Face a professional without some knowledge of the process, and you’re at a disadvantage.
Many copywriting jobs involve simple negotiations over deadlines, scope of work or cost. Has a client ever proposed a project expansion halfway through the job? If so, you negotiated the outcome.
As for an awareness of “covert” negotiating techniques, the point isn’t to use them on customers. The point is to know when someone is using them on you.
Preparation is the father of success…
Tom, great post.
I also recommend anything by Herb Cohen. A “Negotiation Expert,” he’s written and authored tons of stuff. (He was the negotiator behind the Iran’s American embassy hostage crisis in the 80’s.)
(By the way, two recommendations by Herb is “You Can Negotiate Anything” and “Negotiate This!”)
Nifty post. I think Andrew is right to remind us that the best negotiations end with everyone smiling, but I don’t think the pointers you mentioned are mutually exclusive with that.
Besides, half of putting together a win/win deal is making sure YOU win. That requires an understanding of negotiating tactics and some negotiating self-defense skills.
Carson
Tom,
BRAVO!Fantastic advice to newbies.
I couldn’t have said it better myself!!!
Fantastic post! Thank you!!
I see Andrew Cavanagh’s points – he is no relation by the way – but appreciate where you are coming from.
However, most clients we are going to make money from – even charities these days!!! – are hard-enough-nosed to know how to negotiate the best deal for their available budget. So there can surely be no problem acquiring the tools and confidence for our own negotiations as freelance writers.
I really enjoyed your posting. Sincerest thanks.
Freelancing is a business; sometimes you have to negotiate. It’s not a bad thing, but for most, it’s certainly a reality.
Just stumbled upon this post and LOVE it. Even after 2 years of floating around cyberspace your thoughts and experience are still very valuable. Thanks!
Thanks. The classics never go out of style.
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