Dealing with "Gamesmanship" in Selling Marketing Services: Strategies for Success
- RE Casper
- Nov 20, 2024
- 5 min read
Updated: Nov 21, 2024
When selling large, project-focused marketing services, client negotiations are rarely straightforward.
For example, you might spend hours perfecting a detailed marketing proposal, believing it fully meets the client’s needs—only to have them come back with a litany of demands that feel like they’re trying to squeeze every penny out of you.
From my experience, it’s crucial to recognize that many client demands stem from a negotiation tactic known as gamesmanship, where clients push boundaries to secure more favorable terms. Rather than giving in out of frustration, you can use these challenges as opportunities with the right strategy.
The RFQ Process: Setting the Stage for Negotiations
Negotiations often begin with an RFQ (Request for Quote), where clients outline detailed specifications for the services they need, often accompanied by extensive requirements. Preparing an accurate response to an RFQ is no small feat—it requires thorough attention to detail and strategic thinking to ensure your proposal aligns with the client’s goals.
At its best, the negotiation process is collaborative, with both parties working to establish clear expectations and objectives. However, at its worst, it can devolve into gamesmanship, where clients employ tactics like excessive pressure, manipulative strategies, or unreasonable demands to secure better terms.
The Challenge: Balancing Cost and Value
One common tactic is pushing for significant cost reductions, which puts marketing service providers in a tough position. You’re left trying to satisfy the client while protecting the quality and value of your services. This balancing act is critical—not just for closing the deal but for maintaining your professional integrity and ensuring long-term, mutually beneficial relationships.
To succeed in these high-pressure situations, you need a mix of diplomacy, clear communication, and strategic foresight. Mastering these skills allows you to achieve positive outcomes, even in the most challenging negotiations.
Turning the Tables on Gamesmanship
The good news? Gamesmanship can be managed effectively with confidence and integrity. Here are some practical strategies to handle difficult client demands:
Understand the Client’s Perspective
Recognize that what may seem unreasonable to you could be a deliberate strategy on the client’s part. Some clients use aggressive demands to test boundaries, push for the best deal, or even see how committed you are to working with them. Understanding their perspective can help you respond calmly and strategically, rather than emotionally.
Prepare Alternative Solutions
When faced with unreasonable demands, it’s essential to present alternatives that meet their needs without compromising quality.
For example, if a client insists on cutting costs for the marketing project you propose, suggest ways to adjust the project's scope, by implementing more cost-effective types of creative, media, promotions, direct mail, and other deliverables. This demonstrates your willingness to collaborate while setting clear boundaries.
Instead of agreeing to discount your services, you might say:"I understand the importance of staying within budget. To help with that, we can still optimize reach and frequency by focusing on prime-time and weekend streaming ads, rather than limiting the campaign to just prime-time slots. This approach will ensure the campaign delivers the quality and results you're looking for but at a lower cost."
Think Outside the Box
Clients respect creative problem-solving, especially with marketing. Use these challenging situations as opportunities to innovate. Whether it's leveraging technology, repurposing an existing campaign, or introducing phased approaches, finding unique solutions can help you turn a tough negotiation into a win-win scenario.
For example, if a client wants a national campaign for a reduced budget, propose a phased rollout in regional markets:"Instead of saturating all of your regions across the country with your campaign, we can begin with your top five regional markets in the last half of the year. And then in the first half of next year, add your remaining smaller markets to the campaign."
Hold Firm on Standards
While flexibility is key, never compromise your standards or deliverables to satisfy unreasonable demands. Agreeing to creative or design alternatives that jeopardize the quality of your work can harm your reputation and lead to dissatisfaction for both parties. Communicate clearly the value of maintaining quality and why certain demands might not be feasible.
For example, if a client wants you to utilize stock photography in their ads instead of original location photography, strongly communicate why unique, high-quality visuals would be able to communicate the value their products or services bring to their customers.
"Our commitment is to deliver advertising that elevates your product to a higher standard and differentiates it from the competition. To achieve these goals, we believe it’s crucial to move beyond stock photography, as it lacks the originality and impact needed to truly set your brand apart and drive continued success."
Be Ready to Walk Away
Sometimes, as a last resort, the best course of action is to decline the project. Walking away from an unreasonable client may feel risky, but it can protect your business, reputation, and sanity.
A firm but respectful exit not only preserves your integrity but may also earn the client’s respect. In some cases, clients who see you’re willing to walk away may reconsider their position and come back to negotiate on more reasonable terms.
For example, if a client’s demands are so unreasonable, that you may lose money, even in the long term, consider communicating your position in this way:
"We truly value the opportunity to work with you, but based on what you are asking, we feel it would be best to step back. We want to ensure that any work we undertake aligns with our commitment to delivering quality results your business and customers expect."
Focus on Long-Term Relationships
Clients often respect professionals who stand by their principles and offer thoughtful solutions. By maintaining a balance of flexibility and firmness, you position yourself as a trusted partner rather than a pushover.
Over time, even clients who initially seemed unreasonable may come to value your professionalism and seek long-term collaborations.
In conclusion, dealing with "gamesmanship" in selling marketing services to clients can be a challenging but manageable task. By staying calm, offering creative alternatives, maintaining quality standards, and being willing to walk away when necessary, you can navigate these situations with confidence and professionalism.
Remember, not every client is the right fit for your business, and that's okay. Your goal should always be to foster client relationships that are respectful, balanced, and mutually beneficial.
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