Remember when you're given your first negotiation challenge? “Hey Rookie, call the GSM and get a better rate for this... ask for half off and see what you can get away with”. Petrified, you make the call, a rep whose relationship in the past has been solely based on polite small talk. You have no experience with negotiations what so ever other than overhearing more important people screaming at publishers over more important issues. Do I start polite and then get into it? Do I start stern and try to strong arm them... Can I just tell them I was asked to get this rate by my boss?
It’s a key moment that all young media buyers go through and it taught me that the most valuable asset you can have at that time is your relationship with publishers. The ability to call someone and be perfectly straight with what you are going to need to walk away with is something that is not to be underestimated. Being a loud belligerent SOB will probably get you what you want but it doesn’t help in the long run. Which brings us to this week’s beef, “street cred”!
We at Two Cents believe that “Street Cred” is an asset far greater than infamy. In a perfect world no one wants to be an arsehole but the reality is that with what we do, and the characteristics needed to succeed, the aforementioned persons are plentiful. Street Cred can get you out of a tight spot, a favour on a rate, a deadline extension or maybe a white lie here and there. I guarantee that your client will benefit more in the long run if your rep respects you as a person.
Reps understands that you need to drive the best value for your client, and that involves pushing the envelope. What they won’t understand is some young hot shot throwing their weight around, making unreasonable requests because they think they are the next Ari Gold. If you want a good reputation in the wider industry, guess where it starts. Publishers deal with multiple agencies every day and unless they are headhunting talent on “random hunches”, you would be mad not to realise that for us young people, they are a powerful force to be reckoned with.
So how do you become the “Dr Dre” of the “industr-ay”? That’s not for us to advise but an idea would be to wipe the angry spit off your phone and realise that there are benefits in keeping those who can help you look good on your side.