CHAPTER 10

Negotiation

The object of the negotiation process is to create a win-win-win deal; that is, the sponsee wins, the sponsor wins, and the target markets win. In order to achieve this level of partnership, both parties must be completely open about their objectives. This should be a fairly straightforward task if the development of the offer is done in a fully collaborative manner, as recommended throughout this book.

Rules for Negotiating

Either way, there are a number of rules that will make negotiating sponsorship a lot easier for you.

Negotiate Peer-to-Peer

Be sure you carry out the negotiation with someone who has the authority to negotiate and the ability to approve the expenditure. You will find that, in many companies, different ...

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