ADVERTISING-AGENCY-MANAGEMENT5 MIN READ
Negotiate the Retainer Renewal
Use BATNA/ZOPA thinking to negotiate a retainer renewal with clearer value trades.
Victor V Client procurement lead B Boundary Z Zone T Trade Renewal pressure 20 sec Client ask Victor wants the same annual retainer plus quarterly content sprints. Your delivery cost has risen and the current team is already stretched. Agreeing without a trade creates a year-long margin problem. $840K annual retainer +4 quarterly sprint asks
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