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During a recent seminar, I was confronted with a situation that involved an account manager who was trying to get a certain doctor to speak at a conference he was sponsoring.  The problem was that this doctor charged $5,000 for a speech and the account manager only had $2,500 in the budget.  Compounding the situation was that this doctor had a huge ego and his ego was tied to his fee.  The account manager’s question to me was, “How do I get this doctor to speak for $2,500?”