Why Do Smart People Make Such Stupid Mistakes?

Are you paid what you deserve by your clients? Learn to negotiate with your clients more profitably. This book will save you a fortune and maybe even make you a fortune. Its practical approach means you can apply the proven strategies in your business today. You will discover: How to confidently hold your price, How to say 'no' to clients while improving your relationship, How to negotiate higher fees and prices, How to handle unrealistic timescales and budgets, How to respond to 'you've got the business if you drop your price' and How to prepare for meetings with Procurement. Why Do Smart People Make Such Stupid Mistakes? is a practical negotiation guide to more profitable client relationships for marketing and communication agencies, sales teams and professional service people.

After 20 years in a successful agency career at director level in client management and business development, Chris started Spring 80:20 in 2001. Spring 80:20 Limited specialises in working with directors of communication agencies, sales teams and professional services enabling them to be more successful, more productive and more profitable. Spring 80:20 has worked with over 60 agencies, large and small – both independents, regional agencies and network groups such as Omnicom, Engine, Interpublic and Publicis. Chris works with all types of agencies: advertising, media, direct marketing, digital, design, promotional marketing, research, sponsorship, field marketing, experiential. He has worked with agency trade bodies such as the IPA (Institute of Practitioners in Advertising) and the IPM (Institute of Promotional Marketing). Chris has worked with agencies across Europe from Moscow to Germany, from Turkey to Spain. Spring 80:20 has also worked with corporate clients such as The Telegraph, EMAP, Zurich Insurance, M&G and the Times Educational Supplement. Spring 80:20 provides training for communication agencies, sales teams and professional services in key areas such as: negotiation skills, trusted adviser selling, selling consulting services, winning new business, leading and managing a great team, passionate persuasive presentations, developing existing clients, dealing with difficult people, being effective under pressure. More importantly, much of Spring 80:20’s business, over 90% in fact, comes from repeat business and referrals. Clients consistently talk about the difference Spring 80:20 has made to their business.

This is great – more than a book on negotiation – it should be a bible for all agency account handlers. Inspiring and practical.

Moving from supplier to partner should be the goal of any forward-thinking agency – the thoughtful and practical advice here can really help to make that goal a reality.

Chris Merrington knows his sector inside out and has great strategies, tools and approaches that actually solve the problems. And I know because I’ve tried them.