Class Overview

Series Overview

This training series will improve the effectiveness of your account teams in their development of estimates, proposals and SOWs. They will also improve their ability to manage day-to-day client negotiations. 

Simply put, this series will have your teams generating more revenue from your current client roster within days.

You will take away a set of steps and tools that can be proactively applied to give you an edge in these critical client interactions. In fact, as you also gain new insight into the tactics being used against agencies, you’ll work through how to get out ahead and actually lead the fee proposal and negotiation process.

To ensure your team best implements the training, they will be put to work with a series of hands on-exercises and brief homework assignments. Bring along a fee proposal, staffing plan and scope of work — and measure it against the lessons in this program.

Throughout this program, we’ll cover key steps that include:

1. Understand the Client Decision-Maker Profile
Gain more insight into the kind of people you’re working with (and negotiating against), and why you must adapt your approach or suffer the financial consequences. In fact, we’ll reveal how client and procurement executives are trained for this part of their role.

2. Learn the Scripted Tactics
Clients and procurement often follow a structured approach to their negotiations. Learn their approach to more proactively prepare a strategy to counter it - and even increase your fees.

3. Shift the Focus: Client Business Objectives
With the goal of pre-empting client-side tactics, we’ll review critical principles in RFPs, fee proposals, and staffing plans documents – specifically as it relates to securing a higher fee. In fact, you will learn how to more effectively correlate your estimates and proposals to meaningful client outcomes, thereby increasing your leverage.

4. Better Position Your Agency + Your Offering
Right out of the gate, learn how to better position the agency, services and individual estimate/proposal line items to strengthen your negotiation position. 

5. Commanding Higher Fees
Review the most effective ways in which agencies are now improving their fees. The goal is to move you beyond an unprofitable reliance on cost-plus fees, commissions, retainers or hourly rates. In fact, when you set aside the more dated approaches, an entirely new set of profit-driven possibilities surface. Several new fee models will be explored.

6. Turn Scope Creep into Revenue
Learn specific steps you can take to get ahead of the problem of scope creep – and consistently get paid for all the work you do. In fact, we'll show you how to turn scope creep into a new revenue opportunity for the agency.

7. Agency Negotiation Strategies
Ultimately, by better understanding the client's strategy – and your new approach – you’ll feel more confident and see the result in higher fees and margins. Here, outline an approach you can use to prepare your own negotiation strategy. 

This training will give you a set of steps and tools that can be proactively applied to give you an edge in these critical day-to-day client interactions. In fact, you also gain new insight into the tactics being used against agencies, you'll work through how to get out ahead and actually lead the fee proposal and negotiations process.

Who Should Attend?

This training program is designed for all those who have any interactions with clients as it relates to fee proposals, staffing plans and agreements. The training content is geared to focus more on your senior team members, however your more junior executives will also elevate their ability to negotiate with their client counterparts.

All Sessions

Register for the entire series now or read more about the individual sessions by selecting below.
 
Nov 30, 1:00 - 2:30pm ET - Session 1: Understand the Client Decision-Maker Provide: Learn Their Scripted Tactics
Dec 3, 1:00 - 2:30pm ET - Session 2: Better Position Your Agency: Shift Your Focus to Client Business Objectives 
Dec 10, 1:00 - 2:30pm ET - Session 3: Increase Agency Revenue: Convert Scope Creep to Additonal Revenue at Higher Fees
Dec 17, 1:00 - 2:30pm ET - Session 4: Effective Negotiation Strategy: Increase Your Margins
 
Note, if you register for one session, you are automatically enrolled in the entire series and can join remaining sessions if the series has already begun.

Training Materials

Within a few hours of each session, you will be provided with a link to access session handouts.
 
Mirren Membership includes access to all Mirren Webinars (Single Viewer or Conference Room) for no additional fee. You can learn more hereemail Member Services, or call 866-508-0523.
Member Non-Member

This option provides one login and 1 digital handout for 1 participant each session.

NOTE: If multiple team members from your office are interested in participating, please choose the Conference Room option below.

Single Viewer
$0 $665

This is the recommended option for access by several participants, viewing from a conference room. A single login and digital handout is provided for the group each session. NOTE: If logins are needed across multiple offices, please select Multiple Locations, below.

Conference Room
$0 $765

This option includes access for up to 4 locations or devices, providing a single login and digital handout per location each session.

Multiple Locations
$365 $965

Within 72 hours of each class, we will provide a special link and password to view each recording for 3 weeks.

View Class Recordings
$265 $365
Register Now

About the Instructor

Nadine Tull

Director, Agency Growth Strategy

Nadine is a Training Director at Mirren. Through her 15+ years in the industry, she has built a business-focused outlook with clients in order to avoid “vendor” status and to protect the long-term relationship. Clients are looking for business partners, and not simply tactical executions. It

... Read more

Nadine Tull

Director, Agency Growth Strategy

Nadine is a Training Director at Mirren. Through her 15+ years in the industry, she has built a business-focused outlook with clients in order to avoid “vendor” status and to protect the long-term relationship. Clients are looking for business partners, and not simply tactical executions. It is essential to frame your efforts, no matter how big or small, through this lens.

Nadine spent the majority of her career at various agencies in Los Angeles and has worked with retail powerhouse clients, including Taco Bell and T-Mobile. She moved to a WPP shop in Seattle, Cole & Weber, to lead key accounts and new business pitches. During her tenure as the agency partner for Washington’s Lottery, she led continuous years of record growth. She expanded their digital ecosystem, grew the account scope within the agency, and successfully defended against a large competitive review, securing the business for 6 additional years.

Always a West Coast city girl, she lives downtown and is a huge fan of Seattle’s theater and event schedule.

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Joe Mattson

Director, Agency Growth Strategy

Joe Mattson is a Director of Agency Growth Strategy at Mirren. A client and agency-side veteran, Joe specializes in improving the new business and organic growth performance of mid-size and smaller agencies. He believes these firms have a distinct advantage by virtue of being more agile,

... Read more

Joe Mattson

Director, Agency Growth Strategy

Joe Mattson is a Director of Agency Growth Strategy at Mirren. A client and agency-side veteran, Joe specializes in improving the new business and organic growth performance of mid-size and smaller agencies. He believes these firms have a distinct advantage by virtue of being more agile, innovative and effective. No matter the size, however, he has found that becoming a business partner with clients is the key to unlocking agency growth – more effectively correlating the agency’s work to meaningful client business outcomes. 

Client-side, Joe has worked at ABC, ESPN, the NBA and Gerber Outdoor Gear. His time in New York ultimately brings tremendous insight to his agency clients at Mirren. He has been on the receiving end of countless agency presentations.

Agency-side, he has worked at Publicis New York and several boutique digital and experiential shops in Seattle, most recently as Vice President of Strategic Planning. His clients have included Amazon, Sharp, Morgan Stanley and Southwest Airlines.

Joe graduated from Harvard University where he was a Middle Linebacker and Fullback on the Football team, earned his MBA from the University of Oregon, and was named one of Ad Age’s “40 Under 40” in 2007. He now lives in Seattle with his wife and two daughters.

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