Negotiation skills - don't cave! Holding your ground in tough negotiations - Series 1 Episode 5

Learn how to handle price objections, add value without discounting, and close deals with confidence—even when clients push back hard. Episode Overview In this episode of It's A Yes! Making It In Media, Jo Wood and Debra Sharron tackle one of the most crucial skills in media sales and recruitment: negotiation. The moment a client asks "can you do it for less?" determines whether you're seen as a partner or just another vendor. How you negotiate shapes your entire relationship—and of course, your income. Jo and Debra explore why some people relish negotiation while others find it vulgar and avoid it entirely. They break down the two essential stages of any negotiation: preparation (knowing your like, intend, and must outcomes) and execution (having the skills to pace the conversation while building credibility). From salary negotiations to handling steep discount requests, they reveal the strategies that separate average closers from top billers. Listener questions come from Josh, who's negotiating for the top end of a salary band, and Sophie, whose client loves the proposal but wants a 30% discount. Jo and Debra provide practical frameworks including the "value menu" approach—a creative alternative to caving on price. Plus, three industry experts share their takes: Emma Cranston (The Ozone Project), Steve Filler (ShowHeroes), and Rimi Atwell (Netmums) on what agencies respect, how to avoid racing to the bottom, and holding your nerve when clients push back. What This Episode Covers Cultural taboos around discussing money—and why salespeople hide behind email How to pitch for the top end of a salary band without pricing yourself out The value menu approach: adding value instead of dropping price Why face-to-face negotiation is more powerful than email back-and-forth The "one shot" theory: why you might only get one chance at the pitch Trial closing in the first conversation—don't wait for a follow-up that may never come What agencies respect in negotiation (integrity, bespoke responses, collaboration) How to avoid a race to the bottom on CPMs when selling challenger solutions Taking a beat: why pausing before responding gives you control