Power does not equal leverage
Leverage is fluid
Leverage is based on
the perception of
reality
Work out the value to the other side
A true
story.........
The Roosevelt Campaign
• 1912 – U.S. Presidential election
• 3 million copies of a photo have been printed in the
brochure
• Permission has not been granted
• Copyright law: owner can demand $1 per copy
• No time to reprint
• Brochure is critical for the campaign
The Roosevelt Campaign
Campaign manager sends telegram to copyright owner:
"Planning to print three million copies of campaign speech
with photographs. Excellent publicity opportunity for
photographers. How much are you willing to pay to use
your photographs?"
Photographer’s reply:
"Appreciate opportunity, but can only afford to pay $250”.
The Roosevelt Campaign
Campaign manager sends telegram to copyright owner:
"Planning to print three million copies of campaign speech
with photographs. Excellent publicity opportunity for
photographers. How much are you willing to pay to use
your photographs?"
Photographer’s reply:
"Appreciate opportunity, but can only afford to pay $250”.
The Roosevelt Campaign
Campaign manager’s telegram to copyright owner:
"Planning to print three million copies of campaign speech
with photographs. Excellent publicity opportunity for
photographers. How much are you willing to pay to use
your photographs?"
Photographer’s reply:
"Appreciate opportunity, but can only afford to pay
$250”.
Put the pieces together
Prepare your
strategy
Assess your position
Understand your opponent
Define your goal
Negotiate!
Get their “shopping list” first
Establish rapport
Maintain a positive and optimistic
outlook
Exchange information with
confidence
Gain commitment at closing
You draft the
agreement
Simple tactics
can improve
your odds
“Flinching” closes the floodgates
Ask “what more can you do?”
Who can resist a little nibble...
How do we get good at this stuff?
Everything you
want is owned by
someone else
Careful planning
makes you a more
effective
communicator
You can eliminate
stress and reach
consensus with
others
Better negotiation
will improve your
results
Negotiation Skills
Anthony Rees