Due to the nature and complexity of contracts, agents must have training in contract law and have knowledge of finance, asset management business, financial and risk analysis, and of course, sport. To be successful as a sports agent, you must not only be an excellent negotiator, but also be highly motivated, have exceptional communication skills, be willing to work long hours and manage multiple tasks at the same time. An agent must be able to apply. effective marketing principles. The “four Ps” of marketing are:1. Product (or service) – What does the athlete expect from the agent? What needs does the agent meet?2. Promotion – How does the agent successfully promote the athlete?3. Price – How much value does the athlete give to the team? How much are other players of the same caliber paid?4. Location – Where do fans look for the athlete? What are the fans' perceptions of the athlete? What are the competitors doing? The service that the athlete requires from the agent is that the agent be loyal, trustworthy and always looking out for the best interest of the athlete. Ideal for an athlete are agents who can effectively communicate the athlete's value and successfully negotiate the best possible deal for the athlete, whether it be an employment or sponsorship contract. Successful promotion of the athlete's career, both physical and intangible assets, as well as other opportunities the athlete can bring to the team/product, is a critical component of whether or not a agent. The price is the price negotiated in the contract. An athlete is looking for the best possible deal in order to provide for himself and his family. In order to retain clients, an agent must always be able to get the best possible deal for their client and create middle of paper......allowing athletes to obtain loans from agents makes sense. (March 20, 2012). Josh Luchs' proposal to regulate agent loans is beneficial for college sports. Retrieved April 7, 2014 from 13. Roberts, D. & Torre, P. (April 16, 2012). Jerry Maguire aspires to be you. Sports Illustrated, Vol. 116 Issue 16, p 50.14. Shank, M.D. (2009). Sports Marketing: A Strategic Perspective (4th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.15. Shropshire, K.L. and Davis, T. (2008). The profession of sports agents (2nd ed.). Philadelphia: University of Pennsylvania Press.16. Upton, S. and Sports, E. (July 1, 2013). Most NCAA Division I athletic departments accept grants. The United States Today. Retrieved March 10, 2014 from