3. Negotiation
1. What is meant by the term negotiation?
2. Why do you think it is particularly important to freelance
musicians?
Note everything is negotiable, apart from death, taxes and the
price of Apple products!
4. Negotiation
• Freelance artists ALL need an understand of the
NEGOTIATION process.
• DEFINITION Bargaining process between two or more parties
seeking to discover a common ground and reach an
agreement.
• Negotiation skills are valuable in all walks of life.
5. Negotiation
• A 5-year management agreement or a recording contract, it is
so important that you get it right.
• Poor negotiation in the short-term can mean massive
problems in the long-term.
• Non-enforceable contracts can result in a loss of assets, or
worse, losing your life's work and savings.
6. Introduction 1
• Negotiation by its very nature means to compromise.
• When two parties enter into an agreement, a contract
between the parties outlining the terms and conditions of the
agreement is mutually agreed.
• It is unlikely that both parties expect exactly the same terms
and conditions.
• Hence there is the need to negotiate.
7. Introduction Cont.
• Strong negotiation skills are fundamental to achieving and
sustaining career.
• Those who want to get better results need to develop
effective negotiation skills.
• Poor negotiation skills prevent people getting what they
want.
• Negotiation is vital to direct events to your advantage.
9. Negotiation When do you negotiate?
• When do you negotiate in your personal life?
• When do you think you will need to negotiate in your music
business life?
• Take some time to think and give some examples.
11. Planning to Negotiate Your Team
• It can be a good idea to allocate a negotiator, e.g. your music
business lawyer, manager, agent, promoter etc
• Be aware of the cost of employing someone to negotiate for
you.
• You may wish to have people supporting you 'negotiating
team’
12. How to achieve your goals Preparation
• The best results begin with effective preparation.
• Find out who you are dealing with.
• Ask yourself some fundamental questions before you enter
into negotiation.
14. Planning to negotiate Questions
1. What do they want from you?
2. What do you have?
3. Do you need them?
4. Who else might want it?
5. Does anybody else have what you have?
6. What might someone else be prepared to give for it?
7. Are you willing to concede anything and why?
15. Other Considerations
• Estimate the importance of negotiating in the first place.
• Determine what the effects will be if no agreement is
reached.
• This will make you think about what you have got to lose.
• Consider if you are in as strong a position.
16. Estimating your position
• E.g. if you are an artist, how many management companies
are interested in representing you?
• How many labels are attempting to sign you?
• Are you really in a position to take on this responsibility?
• Can you deliver what is required?
• An appreciation of value of what it is your buying or selling is
vitally important.
17. Formulate a Strategy
• Creating/agree objectives.
• Allocate roles - e.g. chairperson etc
• Prepare your case and consider the opposing team's
position.
• Create an agenda.
• Have a Plan B or even C & D.
• If both parties agree on their plan B, it can be much more
beneficial as both sides feel as though they have
achieved something of value.
18. CONDUCTING NEGOTIATION
• Each side has goals, interests, personalities and persuasive
abilities.
• Don't assume you are strong and they are weak or vice-
versa.
• The goal is to complete the deal you want.
• Draw up an outline of what you want to discuss.
• This ensures that you do not miss any vital points.
• Take notes.
• Keep clear what you've already agreed.
• Only make concessions in reverse order of importance.
• But only in order to gain something in return.
19. Do's and Don'ts
1. Don't negotiate unless you need to.
2. If you think what you have to offer is such good value then
stick to your guns.
3. Always evaluate your needs honestly and buy/sell hard.
4. Work out your ideal position, don't be afraid to state it
straight away and stick to it unless you feel you need to
move. Never accept the first offer.
5. There is almost always a different or better offer behind it.
6. If you accept too quickly they will think they should have
asked for more or less.
20. Do’s & Don'ts Cont.
• Listen more and talk less. Good negotiators lead by
listening, not talking.
• Let them ramble on even if its rubbish and frustrating.
• Don't offer free gifts. Always ask for something in return, as
no one values a free gift for long
• A free gift today becomes tomorrows starting point
• Never disclose your bottom line: not before you start.
• Never make a quick deal.
• Check your understanding.
21. Concluding
• Closing - make sure you sense it, but don't rush; begin to
summarise.
• When the terms have been agreed by the parties they
represent, can the negotiating process be considered
complete.
• A verbal agreement is legally binding, it’s just more difficult to
prove.
• Get it in writing. Signed & dated.
• State that the agreement is subject to contract.
• If you address the above points the result should be a
competitive agreement.
