Procurement whispering is a one-day course to improve delegates’ ability to negotiate and work with clients’ marketing procurement functions, championing their value and minimising confrontation in the process.

This course has been cancelled


The course has been developed specifically for the marketing services sector and concentrates on the challenges faced when selling services is part of a regular negotiation for an existing client or, when price negotiation is part of the selection and engagement procedure for a new client.

Who will find it useful

Senior level staff responsible for the successful commercial negotiations with existing and potential clients either with the beneficiaries of their services (marketing/insight) or those procuring services on the others’ behalf.


Delegates will be equipped with insights, strategies and techniques to negotiate with procurement for better outcomes. They will know how to better present the value of their services and to prepare for negotiations to be more confident and successful at the negotiating table – if indeed negotiation proves necessary.

Learning outcomes

  1. Course introduction – objectives, agenda, housekeeping.
  2. Setting the context – for a fee or project negotiation – the importance of understanding the commercial and personal interests of your clients in marketing, insight and procurement.
  3. Money - How agencies make money. Looking at the difference between value-based pricing and value-based remuneration. Understanding the difference between time, effort and value.
  4. Understanding procurement. Lifting the lid on what makes procurement tick and the knowing-doing gap between what procurement generally does and what it ought to do. Becoming familiar and confident with procurement business models and tools and using them to your advantage.
  5. Negotiation principles – What makes a “good” negotiation? Why is a win-win result usually in the client’s best interests? How can we help them to understand that?
  6. New business strategy – Understanding how negotiation power changes in the new business process. How to classify and identify unattractive pitch invitations and focus on the real opportunities.
  7. People in negotiation – Understanding the psychology of negotiation and how to overcome rational or irrational resistance. Examining how to deal with difficult people including combating intransigence and cognitive dissonance.



By agreeing to participate in this training course you also agree to download any software application(s) that are required for the fulfilment of the course.


The Old Trading House, 15 Northburgh Street,London,EC1V 0JR

David is an innovator, author and arch negotiator. He has worked on some of the world’s biggest brands in an advertising career spanning more than two decades including Grey, O&M and latterly as Group MD of Ogilvy Russia. A consultant and trainer since 2009, David’s business, The How to Buy a Gorilla Company, helps all corners of the marketing/procurement/agency triangle. He has a new book coming out in June ‘How to Buy a Gorilla’ - the ultimate guide for brands to get the best from their agencies.

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