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Digital Marketing Based on Numbers and Logic, as Told by a Former McKinsey Consultant: SPIN

How would a former strategy consultant from McKinsey approach digital marketing? This is a vivid conference lecture by Senior Kim Jae-seong, who actually worked as a consultant at McKinsey and then as a digital media planner at Cheil Communications.

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25 learners

Level Basic

Course period Unlimited

Digital Marketing
Digital Marketing
Management
Management
Digital Marketing
Digital Marketing
Management
Management

[Jaesung Kim's Negotiation Practice - Utilizing MESO in Real-World Negotiations]

[Jae-sung Kim's Negotiation Practice - Utilizing MESO in Real-world Negotiations]


Hello, today I received a proposal to create new online content. There were no major issues with the other details, but in order to get better terms, I tried negotiating once again!


Company A (Client) Proposal: OOO won paid as a lump sum


My proposal

1. Lump-sum payment: Requested 2.5 times the original proposal

2. Revenue Share Payment (Presented two options)

2.1. Partial lump-sum payment (1/2 of the original proposal) + a certain percentage of RS

2.2. No lump-sum payment + a certain percentage of RS (a rate 50% higher than option 2.1.)


Those who haven't taken a negotiation course would likely try to negotiate for a higher amount when they feel the initial offer is too low, or depending on the situation, they might end up accepting the proposal reluctantly.


In my case, I already had a history of collaborating with this client multiple times, and the RS (Revenue Share) terms I proposed were at the same percentage level as those previously agreed upon, so

I stated, "I am proposing an RS (Revenue Share) plan based on our past history and for the sake of a long-term partnership."


Meanwhile, the initial amount proposed by the client was at a similar level to what is typically offered for similar content production. By proposing an option 2.5 times higher than that, I threw out a choice in advance so that they would avoid choosing Option 1 if possible. However, even if they were to choose the 2.5x option, I would have no major complaints. (This specific point is related to MESO, which you can learn about in the course.)


Whether the negotiation results turn out well or not, I will make sure to share them with you again later :)
If there are those who wish to take a systematic course on negotiation strategy, I recommend checking out the following lecture.

McKinsey alum Jae-sung Kim's AI-driven Persuasion & Negotiation Strategy: https://inf.run/Sg1TB

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