The actual negotiation is the stage most feared by many representatives and information professionals alike. The aim of this book is to take away any fear and to provide confidence through examples, practical tips and more detailed analysis. In this chapter, the issues of how to broach the subject of the renewal, how to discuss money and terms and how to ‘close the deal’ are all explored. The negotiation can be done during any phase of the subscription. There may be reasons for holding a negotiation early, such as needing precise figures for a budget submission. It may be that a price is agreed well ahead of time, with confirmation about the renewal going ahead coming later. The ideal situation is one where neither party is feeling pressured by time so that they can concentrate on their real objectives.

The purpose of the negotiation is to serve your interests. The objective will have been decided as part of the preparation process. Before you enter negotiations, know your Most Favoured Position (MFP), Walk Away Position (WAP) and the Best Alternative to a Negotiated Agreement (BATNA).

Successful negotiation is not about one side stating their position, the other side moving a bit, then going back and forth in painful steps. This is slow, can damage the relationship between publisher and subscriber and involves the concept of ‘giving in’. The most common example of this is bartering; it is not negotiation at its best. This sort of bartering manages to get across the message that one wants a cheap price, the other a high price. Talks can break down if this method is used exclusively, as it is based on positions that at some point become immovable and pays little attention to other things that may ameliorate the situation. For example, if only the price is discussed, this ignores issues such as frequency of payment, numbers of users and alternative subscription models. What gets ignored are the fundamental concerns of the parties involved.