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10 Simple Tips for a Successful Licensing Negotiation
With experienced corporate negotiators on the other side of the table, you can feel outgunned. This workshop arms you with the inside tips, strategies, and confidence to overcome tricks, traps, and ploys — and get more favorable terms on every licensing deal.
Licensing Agreements Are Won at the Negotiating Table
Most IP owners spend years developing their technology, brand, or creative work — then leave enormous value on the table when it comes time to negotiate. Corporate licensees have seasoned deal-makers on their side. This workshop gives you the same advantage.
Most negotiators lose value before the first meeting because they haven't clearly defined their must-haves, trade-offs, and walk-away terms. We fix that.
Corporate negotiators use proven pressure tactics. Knowing what they are in advance removes their power and keeps you in control of the process.
A licensing agreement that wins short-term but creates resentment will underperform. Learn how to build terms that keep partners committed for years.
The workshop includes a live Q&A where both presenters address real negotiating situations — your scenario may be addressed directly.
What You'll Walk Away With
Ten field-tested negotiation principles from two practitioners who have been on both sides of licensing deals — as litigators, licensors, and licensees.
Make It Win-Win or It Won't Last
A license that only benefits one side will eventually fail. The best deals create genuine value for both parties — and that starts at the negotiating table.
The Less You Need the Deal, the More Leverage You Have
Desperation is the single biggest negotiating liability. Understanding your alternatives fundamentally shifts the power dynamic in your favor.
Internet Sales Channel = Global Rights
If your licensee's primary sales channel is online, territorial restrictions become almost unenforceable. Address scope and channel rights before negotiations begin.
Exclusivity Costs More — So Charge for It
If a licensee wants exclusive rights to your IP, that right has real economic value. Receive a higher royalty rate or minimum guarantee in exchange for granting it.
Never Enter a License Without an Exit Strategy
Termination rights, performance milestones, and reversion clauses protect you if the partnership underperforms. Define them clearly upfront.
There Is No Single Magic Royalty Rate
Royalty rates are contextual — driven by industry, IP type, exclusivity, development stage, and market dynamics. Anyone quoting a standard rate without context is guessing.
Benchmark Your Rate Against Comparable Deals
Set royalty expectations based on what licensees are actually paying in your industry for similar IP. Market data is your most powerful tool in a rate negotiation.
Give Your Licensee Time to Recoup Their Investment
The license term must be long enough for your partner to justify their upfront investment. Too short creates resentment; too long without milestones removes accountability.
Negotiate With Respect to Build Trust
Aggressive tactics may win a point but lose the relationship. Licensing deals depend on long-term partnership — how you negotiate sets the tone for everything that follows.
Take Your Time — This Is a Long-Term Relationship
Rushing to close often means accepting unfavorable terms. A licensing agreement is a multi-year partnership. The time invested in getting it right pays dividends for years.
Built for Anyone Negotiating Licensing Deals
Whether you're sitting across the table for the first time or looking to sharpen your existing approach, this workshop delivers immediately applicable strategies.
IP Owners & Licensors
Inventors, brand owners, and IP holders who want to maximize deal value when negotiating with larger corporate licensees.
Startup Founders
Early-stage companies licensing their technology or brand IP for the first time — often without experienced dealmakers on their team.
Product Developers
Inventors and product creators entering licensing negotiations with manufacturers or retail brands who have far more deal experience.
Entertainment & Creative IP Owners
Artists, authors, musicians, and content creators navigating licensing negotiations for creative works, characters, or brand properties.
Licensing Professionals
In-house licensing managers and consultants who want a structured refresher on negotiation fundamentals and emerging best practices.
Attorneys & Advisors
Lawyers and business advisors who work with IP owners and want a practitioner's view on structuring and negotiating licensing agreements.
Two Practitioners. One Table.
An IP litigator with 25+ years on the front lines of copyright and licensing disputes, and a career licensing executive who has structured deals across industries — together in one workshop.
Andrew Berger
Andrew Berger is an intellectual property litigator and counsel at New York firm Leichtman Law PLLC. He has resolved multiple copyright infringement cases on behalf of clients, and helps clients monetize their IP through licensing, joint ventures, and related transactions. Andrew is an adjunct professor at Cornell Law School teaching copyright litigation, and has mediated IP cases for the Southern District Mediation Office for more than 25 years. Selected as a Super Lawyer in IP litigation every year since 2012. He also writes the IP blog IP In Brief, covering copyright and trademark law.
Rand Brenner
Rand Brenner is President and CEO of Licensing Consulting Group, specializing in strategic consulting, licensing management, and IP due diligence. He has an extensive career as both licensee and licensor, developing licensing programs for Mighty Morphin Power Rangers and Batman. He is a professional speaker on licensing and author of Hidden Wealth: The Money Making Power of Licensing (2019). His work has appeared in the Licensing Journal and Intellectual Property Magazine.
Ready to Apply These Strategies to Your Next Deal?
Schedule a private 15-minute strategy session with Rand Brenner to review your specific licensing situation and identify the negotiation approach that gives you the strongest position.
15 minutes · Free · No obligation · Via video call