For Leverage in Negotiation, approach your first choice last.
The common misconception is to approach your most desired outcome first. But this is the wrong approach. Here's why:
LET'S SET THE SCENE
Player A has made it clear; his first-choice destination is Manchester United.
Before you even begin discussions with Manchester United, the smart move is to start by speaking to the other similar level clubs first. Chelsea, Tottenham, Manchester City, for example.
At first glance, that might seem counterintuitive. Why talk to clubs that aren’t your player’s preferred choice?
HERE'S THE STRATEGY
You’re building your player’s market value and strengthening your negotiating position. You gain valuable insights:
Market Benching
You learn what each club is prepared to offer: salary, bonuses, contract length, image rights, etc. These offers bracket the market value for your player.
Negotiation Leverage
When you eventually approach the player’s first-choice club, you’ll know what the market is saying. You can negotiate from a position of strength, not speculation.
Risk Reduction
If talks with the preferred club fall through, you already have alternative deals lined up. You’ve built a network of potential moves, not just one path.
Player Transparency
Once you’ve gathered all offers, you're in a position to present the full picture to your player. This allows them to make an informed & balanced decision, not one based purely on emotion.
Now you’ve mapped the market, you’re set to negotiate with the first-choice club. Here, that’s Manchester United.
WHAT YOU CAN DO NOW?
set ambitious but defensible targets, grounded in existing offers.
negotiate without risk, not over or underplaying your hand.
support your player’s interests with evidence.
If United’s offer sits below the market, or they add a tight deadline, you’re still in a strong position. You’ve sequenced this properly. The player can choose: a slightly weaker deal at the preferred club, or a stronger deal elsewhere. That is personal preference. Your job is done.
Imagine you flip the sequence and go to United first.
They table a weak offer with a short deadline.
Your player is pushed into unnecessary pressure, wondering whether to stick or twist without market information. By controlling chronology, you remove the cliff edge and negotiate from firm ground.
SUMMARY
Negotiating with less-preferred clubs first isn’t about misleading anyone; it’s about gathering information, establishing value, and building options and leverage.
If this interests you and you want to learn sports business at the top level, apply to join The Game Plan Sports Business Accelerator: