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.