By Mary Tucker | Senior Communications and Content Manager | IAEE

Stepping into your first management role in exhibitions and events is exciting but it can involve a steep learning curve, especially when it comes to negotiation. Being the person responsible for finalizing vendor contracts, hashing out client terms or working through team agreements can be overwhelming, especially when you haven’t gone through the process enough to genuinely feel confident you’ll get the outcomes you’d like.

IAEE’s upcoming webinar, Mastering New Management Roles, features Andrea Christopherson, Global Head of Experiential, Tradeshows, Events & Venues at SearchWide Global. Andrea brings a rare blend of perspectives to this topic since she specializes in executive search for C-level and director-level talent in the experiential marketing, trade show and convention industries, and her background spans SaaS leadership development, hospitality and organizational strategy – including experience in negotiation training.

The session will focus on foundational negotiation skills built specifically for new managers in this industry. Attendees will learn how to identify and apply core negotiation principles suited to the fast pace of exhibitions and events, develop preparation techniques that build confidence heading into any deal, and use communication strategies that turn negotiations into collaborative, mutually beneficial agreements rather than adversarial standoffs. Whether you’re new to negotiating altogether or just new to doing it as a manager, the goal is to leave with practical tactics you can put to use right away.

Here, Andrea shares a few insights into how she’ll walk participants through the negotiation tactics, preparation techniques and communication strategies every new manager needs to succeed.

You work with executive-level talent across the exhibitions and events industry every day. What’s the most common negotiation mistake you see newly promoted managers make, and why does it trip people up so often?

Andrea: What I see as a common negotiation mistake is when people attempt to solve the one negotiation variable immediately vs. taking the time to ask questions. Why does it trip people up? Well, it’s a natural tendency for people – especially in the exhibitions and event industry – to want to quickly solve a perceived problem right away. The desire to move fast and fix the one issue.

When in reality, it’s a negotiation for not necessarily one problem, and realizing that it’s a negotiation and knowing how to respond will drastically change the conversation and ultimately, the outcome. Instead of trying to solve one variable right away, the best action is to ask questions to uncover other issues or priorities before you attempt to discuss the first.

Negotiation can feel intimidating for someone stepping into management for the first time. What’s one mindset shift that helps approach negotiations with more confidence?

Andrea: Negotiations can be intimidating… some even dread negotiations and want to get it over with as soon as possible. One easy mindset shift can be simply thanking the other party for bringing “it” to your attention. That alone will help with the immediate reaction to “solve” and give you time to breathe so you can set up your correct first response. This also give the other person a reason to pause and respond to or acknowledge your thanks.

I’d say another mindset is to be confident in yourself; you’ve got this, you’re in your role for a reason, people count on you for your expertise. So know that, and that self-confidence will help you approach negotiations with more assurance.

This industry moves fast, with tight timelines and a lot of moving pieces. How does that pace change the way managers should prepare for a negotiation compared to other industries?

Andrea: Fast-paced is right! You must know your timeline, deadlines and delivery milestones, and those of your vendors, partners and key stakeholders. This will help with the capacity to work through a negotiation to understand how much time you may have to get to a mutually agreeable outcome.

You’ve spent time in hospitality, SaaS leadership development and executive search. How have those different experiences shaped the way you think about what makes a negotiation successful?

Andrea: I’ve learned that no matter the industry, maintaining mutual respect is key. Also understanding the other’s goals and objectives helps the “why” behind a negotiation.  I’ve learned that asking questions brings to light other objectives that can help position a successful negotiation.

A lot of new managers worry that being a strong negotiator means being tough or transactional. How do you balance advocating for your organization’s interests while still building long-term, collaborative relationships with vendors and clients?

Andrea: Relationships are critical in this industry… we will see “the vendor” at the next show or there will be a project in the future where you may work with someone you’ve gone through a tough negotiation. Building a strong personal brand and industry creditability is just as important as your actual work performance. Keeping communication and dialogue open, and being transparent with what your goals are is one way to maintain long-term, collaborative relationships.

Another key element is letting your vendors and clients know that you care about their success, and your goal is to have a long-term, collaborative and supportive relationship. Let them know that their success is your success and that you appreciate them. You can have high expectations, and you can be known as a savvy and creative negotiator as much as you can be known as a collaborative partner. The two are not mutually exclusive.

What is one practical, tactical piece of advice you’d give someone walking into their first big contract negotiation next week?

Andrea: Do a 15-minute prep and answer the five following questions:

1. What do I actually need?.
2. What do they need and why?
3. What’s your walk away?
4. What can you trade cheaply?
5. What’s your opening and first question?

Note that during the webinar, we’ll go over the five steps of a negotiation and go deeper into the prep before a negotiation as well as unpack the strategy behind communication tactics, questions, conditions and, ultimately, how to get to a mutually agreeable outcome.

Click here to register for Mastering New Management Roles and learn more about upcoming IAEE webinars here.

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