Use BATNA Before a Scope Renegotiation
Prepare a client scope renegotiation by defining the agency's BATNA and acceptable tradeoffs.
The client wants a lower retainer and more services, while the current account margin is already below target. BATNA preparation: define your alternative, reservation point, and tradeable terms before negotiating. The common trap is negotiating from logo fear. The agency accepts a bad deal because losing the account feels worse than measuring the cost of keeping it. Define the BATNA Alternative: retain current scope at current fee, reduce scope to match budget, price new services as projects, or exit at renewal. A realistic alternative lowers panic because the agency is not trapped inside the client's first framing. Set reservation point…
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