Know both your own and your opposition's strengths and weaknesses. Then promote your strengths and attack your opponent's weaknesses. You can find out a great deal about the station you will be negotiating with by talking with other station reps who are delighted to chat about the competition or by talking to other advertisers. 4 Be prepared to sign an annual contract. The more money you spend with a station, the more important you are to that station.
TV stations deal in a perishable commodity - time.
Once the available time to run an ad has passed, it's gone forever. Stations like to ensure future time will be sold and will discount for that peace of mind. 5 Know what you want and what you are willing to pay, and don't accept any rates until you speak to several stations. Do not pass specific information between stations, but play one against the others. 6 Learn the art of listening.