Negotiating. David Brown

rights to sell the product into the French market. This exclusivity was very important to the agent. Unfortunately, the chairman of the UK company always refused to consider giving exclusive rights to anybody on anything. To him it was a principle. The UK company was not geared up to sell to French bakeries, so there was a stalemate. Through the sales manager, common sense prevailed. The chairman was persuaded that what was ‘important’ to him was not important at all. The agent was given exclusivity for three years based on delivering a certain amount of business, and both parties benefited from the relationship.