How To Get Ahead: My Guru

Kevin Baverstock, head of sales at Granada Media, nominates Bob Blatchford, the retired chief executive of London Media.

Kevin Baverstock, head of sales at Granada Media, nominates Bob

Blatchford, the retired chief executive of London Media.



’Bob Blatchford is someone whom I disliked but at the same time admired

greatly. When I worked for him at London Media, he was an aggressive and

unpredictable boss.



’It pains me to admit it, but every day I put into practice the things

Blatchford taught me.



He really understood the guts of the business.



’He taught me that media negotiation is not about how much space you

sell, but what you are selling. If you can’t show your clients how ads

improve product sales, short-term negotiation is irrelevant.



’He also taught me that you can’t be afraid of anyone - to reveal a sign

of weakness is as good as admitting defeat.’



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