We negotiate every day - with bosses, clients, partners, children - yet nobody actually teaches us how to do it properly.

We're left to figure out one of humanity's most crucial skills through trial and expensive error.

Over the next 2 weeks I'll be explaining 3 negotiation strategies from real life experience in one of the most ruthless negotiating arenas in business.

Most people go to events hoping something valuable will happen.

But, as I’m sure you’ll appreciate, hope isn’t a strategy.

In the sports industry, as in most businesses, the people who make real progress at events do one thing very well: they have goals for the function, and they prepare.

At age 4 we left London for a year and went to live in Pertuis, France. My mum enrolled me in a French nursery. I hated the first few weeks, but within a few months I’d picked up the basics of the language.

Then when I was 6, we moved to Spain, and the same thing happened.

By age 7, I was trilingual.

And it was to become the cornerstone of my entire career.

The taxi ride that changed my year:

When I was coming through the agent ranks, I spent nearly nine months trying to secure a meeting with a well-known Premier League manager in London. After endless follow-ups and rejections, I had finally locked a meeting in.

Then, on the morning of the meeting, he called. The club owner had summoned him up north. The meeting was cancelled.

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?

Why timing is your most underrated skill in sports business

In sport, everything moves fast: transfers, sponsorships, partnerships, and opportunities can change in hours, not days. The people who win in this industry aren’t just the smartest, they’re the ones who move fast and communicate faster.

Speed of communication shows intent, reliability, and respect for others’ time.

To become the most knowledgeable person in the room, start from developing habits and consistencies in your daily life. Read and absorb from sources that will elevate your knowledge base. The key to making yourself the most knowledgeable person in the room is in your hands (the internet and your phone).

Use it!

At the start, we might feel lost or unsure how to find a way in.

With no experience and no connections, the most important part is finding that first opportunity to get everything started.

However, this is often easier said than done.

The key is to look at yourself from the perspective of the person you are messaging.

These are some important steps for getting that first connection, and how to continue growing and expanding from there:

We all know how this goes:

It’s your dream to work in football, but there’s no way in.

• You send a CV and hear nothing

• You message on LinkedIn and get ghosted

• You call the agency and they’re not interested

Those moves won’t get you anywhere. Agencies want proof you can add value immediately.