Top Tips on Negotiation

Jan 14 2016 - By Kaitlin Dunning

A few months ago, I had the pleasure of hearing Eliza Dashwood speak at a Levo League and General Assembly #Ask4More event all about negotiation.

Eliza is the Global Operations Director for M&C Saatchi Mobile, where she manages business operations and processes throughout the agency.

With over 14 years of industry experience, she has held a range of roles within the digital marketing sector including Head of Digital (Carat Edinburgh), Group Account Director (DigitasLBi), Head of Online (MediaVision) and Account Director (Ambergreen), with international clients across all sectors. Since 2008 Eliza has written think pieces for online publications like The Drum, eConsultancy, Net Imperative and mSearchgroove, covering various marketing tips and insights for media professionals.

Over the years, she has handled all aspects of agency Client Services and Team Leadership for clients including, but not exclusive to Microsoft, Skyscanner, Amazon, Real Networks and Bwin.

Let me tell you, she knows her stuff!

Even prior to attending this event, I was well aware of the fact that many of us are not getting what we deserve. This could be in regards to salary, support, or flexibility at work.

Why is this? According to Eliza, the main reasons we don’t ask for more are:

  • Fear of rejection
  • Lack of self worth
  • Unsure of how to broach the topic
  • Lack of awareness of the industry average

The key factors to overcoming these issues are:

  • Experience
  • Encouragement
  • Practice
  • Confidence

These factors can be achieved by:

  • Planning. You need to understand the business, structure, and goals.
  • You must understand the risks of negotiation before you begin the negotiation.
  • Prior to the negotiation, take the time to evaluate what is truly important to you.
  • Find out what is important to your boss, and use that in your negotiation.


Negotiation isn’t just about money, sometimes this can be about an increase of responsibility, or more flexible working hours, this is a personal thing. Again, determine what is important to YOU.


 You should never enter the negotiation room with guns blazing. This needs to be a calm, and unemotional conversation. You can even practice what you plan to say in the mirror beforehand. You should treat the negotiation conversation as the opportunity to solve a problem. It is important to figure out how whatever you are asking for can also benefit your boss/the company, and not just yourself. If/then language can be very effective in negotiations. Example: If I am able to increase my sales next quarter by 10%, then I feel that I should receive a raise comparable to my achievement. Creating an achievement folder can be very useful in your preparation. In this folder or list, detail all of your accomplishments within the company, big or small. The more details the better. You may want to include when it happened, what you contributed, the effects, etc. This is most accurate when you document things as they happen, rather than trying to remember off the top of your head right before the negotiation. During the negotiation, it is important to ask questions, listen to the answers, evaluate your thoughts, and then respond accordingly.

Kaitlin Dunning

Kaitlin Dunning

Marketing Manager of Cititec


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