#negotiation #presentation to the society of authors. Northern conference in Manchester - 4th November. Keynote closing of convention.

1. www.derekarden.com
www.youtube.com/derekarden
www.linkedin.com/derekarden
www.negotiatorspodcast.com
www.twitter.com/derekarden
Executive briefing

2. SoA
Society of Authors
4th November 2017
Manchester
Art Gallery

3. Sign up sheets

5. BB

7. Paul Teague

8. What do I help people
negotiate?
•Income
•Costs
•T+C - extras
•Relationships

9. Title: Persuasive Nego1a1ng
Sub1tle: How to talk your way to be9er results [needs work]
Author: Derek Arden
What this book will do for you (reader outcomes)
• Discover how to nego/ate more effec/vely and get more from your rela/onships with customers, suppliers, contractors and colleagues
• Understand how to get past "no" and how to get to "yes"
• Learn how effec/ve nego/a/on can improve your business results, outcomes, and profitability
• Find out how to reduce unnecessary compromise
• Improve your confidence in nego/a/ng and get results
10 Second Sell
Nego1ate more effec1vely, whatever the situa1on.
This friendly, prac/cal book will teach you, step by step, the art of nego/a/on and help you master the most common business situa/ons where nego/a/ng skills are needed.
WriEen by a hands-on prac//oner with over 25 years of nego/a/ng difficult situa/ons, this book will improve your confidence in the world of business nego/a/ons.
Jacket copy
Nego/a/on is an essen/al business skill, but many of us struggle to nego/ate well (or even at all). This friendly, prac/cal book will help you nego/ate more effec/vely, whatever the situa/on.
Nego/a/on isn’t just about geOng the best deal or outcome– it’s also about ensuring winning that your nego/a/ng in the short term isn’t at the expense of your business in the long term. Every nego/a/on should be win win win – a win for
win for them, and a win for your ongoing rela/onship. So as well as learning how to nego/ate in all business situa/ons, you’ll learn how to get the best ongoing working rela/onship.
Split into four parts, Nego%a%ng Success covers:
• Why Nego1a1on Ma9ers – why it’s so important and how it will benefit you
• The 10 Steps of Nego1a1on – your step by step comprehensive guide to the nego/a/on process
• Your Nego1a1on Hotspots – 1-2 pages for the most common nego/a/ng scenarios, showing how you can hone your new nego/a/ng skills whatever the situa/on

11. Contract – Pearson Business Publishing
Eloise – I have a few queries on the contract that I would like to discuss and resolve.
EC responses in blue
DA responses in ORANGE and win win win colour
Can you help me understand the thinking on -
Clauses
2.2 – Can’t understand how this is appropriate bearing in mind the book title. I still think we can find a sexier selling title. You can’t copyright a title b
ask for the value of the goodwill. And as we’ve provided the title suggestions (and will continue to do so) so far, it seem logical that it belongs to the
Publisher. OK
3.1 (c)– I would have thought the income should be based on the income received by the associate company. This is the income received by the
Associated Company. But they can squirrel it away and pay the holding company a smaller amount
3.1 (d) Shouldn’t this read 10%% This is a standard clause that ensures we can sell the book in large quantities that we couldn’t otherwise do. Why
10%? Soc of authors said it should be 10% don’t know why?
3.4 – I don’t understand this clause This refers to the EU Directive on Rental and Lending Right, where authors are entitled to remuneration from
publishers renting/lending out an author’s work. The clause means that we will do this, and such payments will be included in your royalties, not as
separate payments. OK
12.1 – What is the definition of material in the public domain. From Wikipedia: “Works in the public domain are those whose intellectual property righ
have expired, have been forfeited, or are inapplicable. Examples include the works of Shakespeare and Beethoven, most of the early silent films, th
formulae of Newtonian physics, and powered flight.”OK – what about the grey areas where I have come across something somewhere in my
research etc and I don’t know who originally said it?
13.2 - £600 for copyright permissions. Is this enough? Should be, but we can review as necessary. I trust you
15 – Proof corrections. You are doing this? We will pay for the production process (including proofs), but should you decide to rewrite excessively
(essentially changing the manuscript completely) then we retain the right to invoice you for the cost. However this is a worst case scenario as this
shouldn’t be necessary given all the work we’ve done beforehand/ OK - we will sort it out before we go live – won’t we?

12. Hello Derek,
I wanted to follow up on author discounts and that initial bulk order. I've done some number crunching and
this is the plan:
¥ You place an initial order directly with us for 750 copies at 67% discount. This is a one time rate.
¥ Upon publication you order your 250 approx copies via Amazon UK.
¥ Your contractual author discount will be as follows:
◦ 1-500 50%
◦ 501-1,000 60%
◦ 1,001-2,500 65%
◦ 2,500-5,000 70%
Some words of advice on the Amazon order process from Paul:
¥ Split the purchase over two days - this will keep it higher in the rankings for longer.
¥ Make the purchase immediately after the bulk buy, or vice versa.
¥ The Amazon promotional campaign can be effective BUT it's by no means infallible. Amazon update the
bestsellers every hour, so success is relative to what else is happening, what else is selling, and by how
¥ It's also impossible for us to control Amazon stock (remember I said they ordered few but frequently?)
there is always a possibility that they will go out of stock.
Hope that all helps, and enjoy Australia!
Best wishes,
Eloise
Eloise Cook
Commissioning Editor
Trade and Consumer Business Publishing

13. ENDORSEMENT GUIDELINES FOR AUTHORS
Endorsements can be influential for book retailers and readers alike. They can give
readers independent verification that the book is as good as it claims to be, and the
profile and roles of the endorsers themselves can highlight key audiences for the book.
A strong endorsement can make the difference between someone picking your book up
or not.
It’s a good idea to line up your endorsers early. Those who want to read the book will
have to be prepared to do so at either manuscript stage or, if they can respond quickly,
at page-proof stage. We can send them copies of page-proofs and will be happy to
provide gratis copies of the finished book for all endorsers. Do make sure that you ask
each endorser for their full title (as they would like to see it appear on the book), and
let them know that we may wish to tweak or edit their endorsement to fit the space
available.
We normally ask authors to source around 3 or 4 endorsements. These can be from
business, media or any other contacts relevant to the target market of the book but
should generally be from people who know you or your work. Blind approaches to
management gurus or famous CEOs rarely succeed. It’s a good idea to encourage
endorsers to write one or two short sentences that work well as sound-bites. The ideal
endorsement will praise the strengths of the book but most importantly will highlight
what readers will learn from it. We’d like endorsers to focus on how your book will
improve a reader’s skills in a particular area, what they learnt from reading it and why
your book is so fantastic!
We may use these endorsements on the front or back of the book cover, on the first
few inside pages of the book, on Amazon or in our marketing material.

14. How do you rate
yourself as a negotiator?
•Beginner
•Intermediate
•Good
•or…………

15. NEGOTIATING
Marketing/Selling
Presenting
Haggling
Influencing
Conflict Management
Pitching
Positive Energy

16. NEGOTIATING
Marketing/Selling
Presenting
Haggling
Influencing
Conflict Management
Pitching
Positive Energy

17. NEGOTIATING
Marketing/Selling
Presenting
Haggling
Influencing
Conflict Management
Pitching
Positive Energy

18. Email / Instant messagin
Telephone
Skype
Face to
face?
How do you
negotiate?
Emoticons :-)

19. www.derekarden.com
Positions
BP - Best Position
TP - Target Position
WAP - Walk away position
AP - Alternative position

20. www.derekarden.co.uk
Preparation and Plan 43
1st Impressions 61
Questioning 71
Listening 85
Use your head 97
Body Language 117
Watch out for lying 139
Strategies and tactics 151
Influencing 171
Bargaining 197
Managing Conflict 217
Confidence 237
32

21. USP’s
Why should we pay you more money?

22. www.derekarden.co.uk
Preparation and Plan 4
1st Impressions 1
Questioning 1
Listening 2
Use your head 1
Body Language 2
Watch out for lying 1
Strategies and tactics 3
Influencing 1
Bargaining 2
Managing Conflict 1
Confidence 1
32

23. www.derekarden.co.uk
Preparation and Plan 43
1st Impressions 61
Questioning 71
Listening 85
Use your head 97
Body Language 117
Watch out for lying 139
Strategies and tactics 151
Influencing 171
Bargaining 197
Managing Conflict 217
Confidence 237
32

25. www.derekarden.com

27. www.derekarden.com
www.youtube.com/derekarden
www.linkedin.com/derekarden
www.negotiatorspodcast.com
www.twitter.com/derekarden
Executive briefing