Negotiation used to be easy just 40 years ago, so why is it more complex now? Todd Caponi, the acclaimed author of 'Four Levers of Negotiation,' joins us to unravel the detailed tapestry of sales negotiation. Todd brings his rich understanding of how salespeople have been propelled into a new era of active negotiation. We dig into the roots of negotiation skills, tracing back to the Consumer Protection Act and exploring how the groundbreaking strategies from the 1980s, like "Getting to Yes," continue to influence today's practices. This discussion challenges sales professionals to adapt to an era marked by transparency and AI while maintaining trust and delivering real value.

Our conversation takes a closer look at the critical role of pricing consistency in negotiations. Todd and Mark explore the nuances of establishing a uniform pricing strategy that builds trust and ensures profitability.

👤 About the Guest

Todd Caponi is a Sales Historian, Keynote Speaker, author of Four Levers Negotiating, and Founder of Sales Melon.

💡Read the BLOG for this week's episode.

Learn the common pitfalls salespeople face when they mistake interested leads for genuine prospects. Mark shares the importance of engaging with decision makers and economic buyers, rather than just users who enjoy the product, but lack purchasing power. Through insightful questioning, we'll explore how to align your solutions with company priorities and objectives. Mark will detail his expert strategies for turning users into champions, empowering them to facilitate conversations with decision makers.

💡Read the blog for this week's episode.

Can we outsmart big brands by being more human? Discover how to transform the inherent strengths of your small business into your superpowers—competing with larger brands by leveraging humanness, agility, and authenticity. Guest Shauna Suckow shares her expertise on how genuine communication and adaptability can set you apart, particularly in the post-COVID landscape where relaxed professionalism fosters trust and differentiation. We'll explore why embracing these qualities not only makes salespeople more relatable, but also builds lasting connections swiftly in a crowded market.

Mark and Shawna also tackle the art of defining your ideal customer with precision and purpose. Plus, learn how to craft personalized communication that resonates deeply with your target audience.

👤 About the Guest

Shawna Suckow is a Keynote Speaker, Consumer Behavior Specialist, and author of 'Small Is Your Superpower.'

💡Read the BLOG for this week's episode.