Dedication The author and Spring 80:20 Preface Chapter 1: Why do smart people make such stupid mistakes? Chapter 2: Negotiation principles Chapter 3: A front-foot mindset Chapter 4: Work smarter, not harder Chapter 5: Differentiation and winning new business Chapter 6: Pricing profitably Chapter 7: Charging higher fees Chapter 8: That's a good question Chapter 9: Internal negotiations and supplier negotiations Chapter 10: Procurement Chapter 11: In conclusion
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. --
Tara Page, Client Services Director, Saatchi and Saatchi Health
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. -- Phil Bartlett, General Manager, Torre Lazur McCann McCann World Group
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. -- Martin Finn, Managing Director, EdComs