Don’t Leave Money on the Table: Negotiating Client Contracts from a Position of Strength

You’ve just gotten the call from the client and it’s good news. After weeks (or months) of hard work, long hours, and sacrifice, your agency has won the business. It’s time to celebrate – almost.

No deal is done until the contract is signed. Unfortunately, a lot of agencies rush through this process in the excitement of welcoming a new client. They risk making big sacrifices that jeopardize not only the future of their new relationship but their ability to pursue other new business in the future.

Negotiating an agreement that benefits both you and your client isn’t as hard as it sounds, but you have to understand the business issues behind the legal language – and come to the table with a clear idea of which issues matter most to you and why.

On May 18, join Jody Sutter and Sharon Toerek as they prepare you to have unemotional, productive conversations throughout the new business process to arrive at mutually beneficial agreements.

Key takeaways:

  • Understanding contract negotiations from the client’s point of view – the right questions to ask
  • Knowing when you have the most power and how to use it (because it will never happen again)
  • Common legal and business mistakes agencies make at each stage of the new business process – and how to avoid them
  • Knowing how to adjust your strategy when you’re negotiating off your MSA versus the client’s
  • The long-term risks of a short-term decision to “keep your new client happy”
  • Translating the most common legal terms into business issues you already understand.

Who should attend:

Agency owners, C-suite leaders, new business directors, and anyone who is ever put in a position of reviewing contracts without the benefit of a law degree.

About the webclinic leaders:

Jody Sutter is the owner of The Sutter Company, a consultancy that provides new business tools, training and coaching to advertising agencies and marketing services firms.

Jody started the firm in 2013 with a mission to demystify the new business process. Her approach is based on the idea that it’s easier to attract the right clients by capitalizing on strengths rather than making up for weaknesses.

She brings a range of experience to her clients, having managed large business development teams at global agencies like R/GA, OMD and Havas as well as running sales and marketing for smaller creative and technology firms.

Sharon Toerek is Principal of Toerek Law, where she focuses her national law practice on helping professionals in the advertising, marketing and creative services industries protect and monetize their intellectual capital, and manage the legal implications of their marketing and advertising work.

Sharon provides proactive, strategic counsel to agencies on legal and business issues they face continually in their work, including agency-client contracts, agency-freelancer relationship management, and IP protection.

Recognizing the need for practical and efficient solutions to recurring agency legal issues, Sharon is also the creator of a legal toolkit designed especially for advertising agencies: the Legal + Creative Agency Protection System.

Sharon is an approved member of the 4A’s legal consultant panel, and a Past President of the American Ad Federation (AAF) Cleveland.