Interview with Kelli Master of Kelli Masters Management

Our final segment on negotiations brings us to someone who I consider an inspiration. Kelli Masters is an Lawyer turned NFL agent. She is one of the leading females in a field that is dominated by men. She was kind enough to take time out of her Mothers Day to answer a few questions for me.

How long have you been in Sports Management?

I started working with athletes just after the 2004 Olympics.  I had been practicing law since 2000, and was contacted by two Olympians about representing them as they pursued marketing and appearances after the Games.  That experience opened my eyes to the world of sports agency. I became certified by the NFLPA in 2005 and have been working with NFL players (and still a few Olympians) since then.

What got you interested in doing this job?

As a former athlete and lifelong sports fan, working with athletes came naturally.  But it was not even on my radar in college or law school.  It wasn't until I had the opportunity to work with Olympic athletes that I began to consider sports agency as a profession.  The NFL intrigued me because I had done legal work for several former NFL players (on their nonprofit organizations), and saw the need for respectable agents who also practiced law.  Once I got certified and started representing players in the NFL, I knew I had found my calling.

What types of sport athletes does your company represent?

NFL and Olympians

Do you find the negotiation process to be fun or tedious? Why?

I actually enjoy the negotiation process.  It's not so much about ego and strong-arming the opposing side, as it is preparation and skill.

How do you separate the people from the problem when you are negotiating?

Interesting question.  Negotiating a sports contract is not terribly different from any other legal/business negotiation.  In football, there is very little mystery when it comes to the economic terms.  All certified agents have access to all previous contracts.  And when it comes to rookie contracts, the numbers are virtually non-negotiable.  But veteran contracts take into account comparable statistics, market values and a particular player's performance, durability, age, etc.  A negotiation in the NFL, as in most business deals, comes down to both sides making informed, well-supported, well-articulated arguments and being able to reach a reasonable compromise.

How do you handle positional bargaining tactics?

See my previous answer for this question!

What dirty tricks have you seen used in your experience that new comers to negotiating should look out for?

I don't know about dirty tricks in negotiation (though I've seen plenty in recruiting!) - but I would say it definitely pays to be fully prepared and very thorough throughout the negotiation process.  Don't make assumptions.  Ask detailed questions and double check everything.  

What is the one single most important piece of advise you can give someone just starting out in the sports management field?

Best advice:  never stop learning, and network network network!  It is both what you know AND who you know. 

If you'd like to learn more about Kelli Masters you can check out her website or follow her on Twitter @KMMsports.

Interview with Ken Williamson on negotiations

We continue our segment on negotiations with Ken Williamson. He is the Senior Executive VP of On Location Multi-Media. They've produced numerous commercials over the years and you can see a sample of what On Location can do here. Ken took a few minutes out of his day to answer a few questions.

How long have you been doing commercial production? 

30 years

What first got you interested in doing this job? 

I have been interested in photography since high school, wanted to get a degree in marketing and advertising, but change my mind.  I have a four-year degree in photography, journalism and motion picture production.  Started my own company after a few jobs in the industry.  Sold it after 28 years.

What type of cliental do you cater to and could you give provide a YouTube link to a commercial you have produced (Bomb squad commercial would be awesome)? 

High-end corporate communications, regional and national commercials and amusement park commercials.  Amusement parks have been my specialty for over 25 years.

Do you find the negotiation process to be fun or tedious? Why?

I find the process to be super interesting because I learn a lot about people and their motivation.  I only deal with prospects that have been carefully identified, screened and qualified, discovering whether or not there is a fit for us to do business together. The fit needs to be on all levels, financial, personality, willingness to listen, and desire to work as team - just to name a few. Having the budget to match their dream is, of course, mandatory. Identifying the clients’ needs, goals and objectives allows open dialog about budget.  Offering options in creative approaches that will get the same result for less money is an example.  Sometimes a project must be declined to protect our reputation from the results of an inadequately funded idea.

How do you separate the people (IE yourself and the other person) from a problem when you are negotiating?

Having dialog with the prospect or client and giving them ideas about their project is the best way to build a relationship.  In the commercial business there is too much emphasis on budget.  Those who know nothing about the production process and what it takes to deliver a high quality effective product often set budgets.  Educating the prospect is the best method to get them to trust your ability to deliver.  Clients cannot see their project until it has been completed, so one must find way to build trust, especially when budgets are in the five and six figure range.

How do you handle positional bargaining tactics?

Every situation is different.  Learning as much about the prospect as possible and asking a lot of questions will help to figure out how to get past differences in positions.  Every situation is different.  There is no set rule, only textbook guidelines. When someone is stubborn about their position, they may not change.  I know people whose doctors have advised that they lose weight or die.  They chose death and then blamed the doctor. When consulting with other business I always point out that you are not in the business you think you are in. For example, I am not in the commercial production business; I am in the customer service business.

What dirty tricks have you seen used in your experience that new comers to negotiating should look out for?

Lying by the opposition or by the prospect is a big problem. Sometimes the opposition will say they can do the job for half the amount I quoted and they end up not being able to deliver, or they deliver an inferior product. That is why questions are so important to ask.  In this age of no face-to-face communication it is difficult to discover the truth.  Clients tell you they want a one-day shoot budget, knowing that it will take longer, and then not wanting to pay the difference. Competition who uses other companies’ sample reel as their own.  I really don't run into a lot of situations like this.

Interview with Howard Hensley Owner of Pro Player Event & Appearances

I’d like to first thank Howard Hensley for stepping up and giving me a last minute interview taking time out of his day. I’d also like to thank John William Carter Robinson (Big John) head of the Bengals Bomb Squad for introducing me to Howard.

With the NFL draft now over, negotiations begin. Teams and agents will start to meet to discuss contracts. So I went to find someone who works in sports and has negotiation experience. Howard Hensley may not have negotiation experience on player contracts with teams, but he brings another element to the table that a lot of athletes need - Charity representation.

Howard Hensley owns and operates Pro Player Events & Appearances. He started working with current and former NFL players providing them with the ability to team up with existing charities and helping them to start up their own Foundations, if they so desire. They also set up autograph sessions, youth football and cheerleading camps and golf outings. They have had camps in Seattle, WA all the way to Miami, FL. He’s been doing this since 2005. 











What first got you interested in doing this job?

I started working with athletes in 2005. I was working in finance for a local hospital and we were asked to get our employees involved more in the community. So I teamed up with the Juvenile Diabetes Research Foundation and sent feelers out to local celebrities and the only person who got back with me was a former Super Bowl DB for the Bengals and from there on I started working with other athletes pairing them with causes near and dear to their heart and helping them set up foundations and raise money for their respective charities too. 




What types of companies do you negotiate with?

I have negotiated events with National Organizations, such as the American Lung Association, American Cancer Society, JDRF, American Heart Association, Children's Hospital, National Multiple Sclerosis Society, Stynchula Family Foundation, Coca Cola, Wal-Mart, Old Navy and countless other organizations and businesses have worked to assist us to achieve our goals and theirs as well. I've found that networking and creating a win-win situations works best in this difficult economy.

Do you find the negotiation process to be fun or tedious? Why?

Negotiation is like a war without weapons. You have to have achievable and reasonable expectations and be willing to concede to a certain degree and have tangible incentives. You never want to show desperation or excitement and you must be patient above all else… it is acceptable to walk away from the negotiating table and you have to be able to accept failure and understand that for every door that gets slammed shut there is always another door you can knock on…negotiating is like a dance and personally I enjoy the challenge and thrive on it...

How do you separate the people (IE: yourself and the other person) from the problem when you are negotiating?

Personally I handle the negotiating process alone and do not have my clients with me. They may cave or not be willing to maximize the fullest revenue percentage and weakness is not a good trait when negotiating. I will have a general idea of what our objective is and the minimum that we are looking for when negotiating deals and having those parameters enables you to be an effective negotiator. Negotiations require one to have power and trust from clients understanding that clients will get the most out of your own ability...all in all you can not take tough negotiations personally and must maintain professionalism at all times.

How do you handle positional bargaining tactics?

Positional bargaining occurs in a wide array of areas for our business. We have fans that want to acquire items for less than what we are asking and we have venues that may want to charge us an appearance fee when we are asking for an appearance fee. Understanding what your objective is and what the bottom line price you are willing to accept is the advantage one has in this negotiation process...haggling and being willing to work down slightly is the advantage the seller has. I always work high asking for more than we expect and sometimes you get what you ask for! So starting low is not something I would ever recommend...shoot high work down if need must, but stand your ground and understand there are always other opportunities and it is okay to walk away from a deal that does not meet your client or your objectives.

What dirty tricks have you seen used in your experience that new comers to negotiating should look out for?

I am always leery of individuals who are in a hurry and pushy about a negotiation process. People who are unwilling to put in writing an agreement are actually shouting at you to RUN AWAY! Oral agreements are non-enforceable and here say. Whenever you come to an agreement it's best to get it in writing. There are numerous individuals who have their own interests in mind and will always try to take advantage of you and your clients. Certain negotiators may try to use time or claim they can get a player to appear for less than I am asking so I ask for a bottom line number if it falls within our budget we can make things work or again, just walk away.

What is the one single most important piece of advice you can give someone just starting out in the field?

Patience and confidence are the most effective tools to use in negotiating and keeping your emotions in check. Use your poker face, but don't be unrealistic. Determine what your bottom line is before entering in any negotiation process and be realistic. If you aren't willing to bend you eventually will break. Maintaining integrity and being fair will provide you with a positive reputation and open other doors for you. Failing to be fair will keep doors closed for you no matter what you have done; so maintaining positive relations and being reasonable will only benefit you as a negotiato