Negotiating High-Value Contracts in Packaging: Best Practices from Commercial Leaders
In the competitive world of print and packaging, the role of the Commercial Director extends far beyond driving sales. Securing high-value contracts often determines not only annual revenue but also a company’s long-term strategic position. For many businesses, these agreements shape relationships with global brands, influence production capacity, and dictate innovation priorities.
Through our work at Athena Executive Search, partnering with senior leaders across the sector, we have identified five core practices that consistently set the most effective Commercial Directors apart when negotiating high-value contracts.
1. Preparation is Paramount
Success begins well before the first meeting. Leading Commercial Directors invest significant time in understanding the client’s business drivers, market pressures, and long-term objectives. They analyse competitor activity, assess total value beyond price, and align their negotiation objectives with both short-term profitability and strategic growth.
2. Position Value, Not Just Price
In a market where margins are often under pressure, competing solely on cost is rarely sustainable. Top-performing leaders differentiate through value propositions that emphasise innovation, sustainability, quality, and reliability. They demonstrate how their solutions directly impact the client’s efficiency, brand perception, and environmental commitments — making price just one part of the equation.
3. Prioritise the Relationship
High-value agreements are rarely won in a single conversation. Successful Commercial Directors cultivate trust and rapport over months, sometimes years, before a contract is even on the table. This relational capital provides resilience when navigating difficult discussions or unexpected challenges during the negotiation process.
4. Negotiate with Flexibility
While clarity on non-negotiable points is essential, rigidity can stall progress. Exceptional negotiators understand which terms can be adapted to meet the client’s needs without compromising profitability or operational integrity. This approach fosters goodwill and often results in more collaborative, long-term partnerships.
5. Deliver Beyond the Signature
Closing the deal is not the finish line — it is the starting point for delivering value. Commercial Directors who maintain close oversight post-signature ensure that commitments are met or exceeded, creating strong foundations for renewal, expansion, and advocacy within the client organisation.
Conclusion
Negotiating high-value contracts in the print and packaging sector demands a blend of commercial acumen, strategic thinking, and emotional intelligence. The leaders who excel are those who combine meticulous preparation with genuine relationship-building, balancing firm commercial goals with an openness to collaborative solutions.
At Athena Executive Search, we specialise in identifying and securing exceptional Commercial Directors who possess these qualities, ensuring our clients have the leadership talent required to win — and retain — the contracts that drive their future success.
Call to Action
If you are seeking a Commercial Director with the expertise, vision, and negotiation skills to secure transformative contracts for your organisation, contact Athena Executive Search today at enquiries@athena-executive.com. Let’s connect you with the leaders who will shape your competitive edge in the print and packaging industry.
