Negotiating Partnerships: Increase profits and reduce risks

New focus

The changed division of roles in the competition for advertisers meant at first a step back to more primitive sales behaviour focusing on insertion prices. This tendency was strongly supported by the media agencies, which often considered a lower price good consultancy.

In order to counteract that tendency, TV 2 Advertising chose to strengthen the expertise of the sales team within the areas of sales and negotiation. Management wanted to differentiate itself from the competitors and maintain the position as the serious supplier who provides the customer with the biggest options in the mix of media and target groups at the same time as managing to provide the most professional consultancy on the choice of media.

‘For our competitors ...