THE NATIONAL BASKETBALL Association was clearly the brightest and best of all professional leagues for the last decade. Besides being a great product, it somehow managed to avoid those tiresome labor disputes.
But all that ended in late June when a group of agents convinced Michael Jordan, Patrick Ewing and a number of other players to push for the decertification of the players' union, claiming the union hadn't negotiated an equitable deal with the league. And so pro basketball is now in a lockout.Most culpable in this matter are the agents, who convinced key players that raising the salary cap, increasing the revenue sharing and allowing unrestricted free agency after three years wasn't enough. As that noted labor negotiator and all-around diplomat Ewing - who is scheduled to make $18 million next year - pointed out, "In my opinion, the deal was not in our best interest. I don't think anybody can flourish under that deal."
If the public has a certain disdain for agents who never think they've made enough money, it's understandable. Still, there are agents who would just as soon get along; who don't enjoy seeing their name being taken in vain on the nightly news. In his book, "Friendly Persuasion," the late Bob Woolf - who represented Joe Montana, Larry Bird and numerous other high-profile celebrities - listed 101 ways to negotiate a deal.
Woolf was a man who, if you can believe it, gave agents a good name.
Along the way, he promoted the theory that you really don't have to be a jerk to reach a compromise.
Among Woolf's suggestions:
- You don't have to be disagreeable to disagree. One of the popular tactics used by agents is to come on like a case of hives, using threats, accusations, complaints and even lies to get across the point.
"I'm aware of the many books with clever and tricky titles that want you to believe that the only way to succeed is to be intimidating and devious, often at the risk of your own ethics and integrity," Woolf wrote. "These books perpetuate the misconception that negotiating is an underhanded, immoral, tricky, deceitful process. This is not so. In fact, people who use these methods usually find that their approach comes back to haunt them."
Hmmmm.
- Apply the Golden Rule. "People know if you treat them well and they know if you mistreat them," wrote Woolf. "People aren't stupid. Even a dog knows the difference between being deliberately kicked and accidentally stepped on."
And owners, general managers and fans know when they're being treated like dogs.
- Keep the right attitude. "When I enter a negotiation," he continued, "my attitude is, 'I'm going to make a deal.' "
Now that's one the agents apparently don't subscribe to. After all, a deal was made until they got involved.
- Be extra considerate. "Common sense will tell you that it's poor judgment to say or do some things that turn people off or disgust them," Woolf wrote.
We're sure none of the agents would even consider doing that.
- Control your ego. Woolf tells of Quincy Jones, the musician, who produced the song "We are the World." As stars such as Michael Jackson, Bruce Springsteen and Bob Dylan filed in for the recording session, Jones said, "Check your egos at the door."
If only Jones was an agent.
- You can't always get what you want. Unusual terms coming from an agent, for sure. Woolf cautions would-be negotiators, "Don't always expect to get everything you want."
Most agents must have called in sick the day this lesson was taught.
Woolf describes the year Celtics great John Havlicek's contract was up for renewal (1969). Making $85,000 a year, Havlicek was offered $1.2 million for three years in the ABA, or an average of $400,000 a year. Boston responded with a proposal of $150,000 a year for three years.
Eventually, the Celtics offered $600,000 for three years - half what the ABA was offering.
Havlicek came back after a few minutes of talking with his wife and expressed astonishment at the dollars being discussed. "But to tell you the truth, I love Boston," he said. "I love (Celtics G.M.) Red Auerbach and everything the Celtics stand for. I value my reputation. I value what I think is right. So my answer is this: Even if they offered me $21/2 million, I would stay with the Boston Celtics."
Havlicek had taught a lesson many of today's agents, players and owners could learn from: some things can't be bought.
So as a handful of greedy agents and their short-sighted clients continue in their posturings, hoping to strike an even better deal, maybe they should take a look at Woolf's book. They may not like all the terms and they may not get everything they want. But they could end up saving what used to be a great league.