Are you paid what you deserve by your clients? This book will save you a fortune - and maybe even make you a fortune. Using proven strategies that can be applied to your business today, it will help you discover: how to confidently hold your price, how to say "no" to clients while improving your relationship, how to negotiate higher fees and prices, and how to handle unrealistic timescales and budgets. 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.

Chris Merrington is an author, speaker, and consultant. After 20 years dealing with client management and business development in a successful agency, Chris started Spring 80:20 in 2001. Spring 80:20 Ltd specialises in working with directors of communication agencies, sales teams, and professional services enabling them to be more successful, more productive, and more profitable. The company has worked with over 60 agencies across Europe, large and small: independents, regional agencies, and network groups such as Omnicom, Engine, Interpublic, and Publicis.