Podcast episode
The $1M Negotiations That Changed the Way I Sell Forever
30 Minutes to President's Club22 Jan 202619 min
Description
Watch Todd’s Free Negotiation Masterclass Buy 'Four Levers Negotiating' Here Todd Caponi is a multi time CRO, award winning author, and one of the leading voices on transparency in sales. And these are the three negotiation moments that changed how he sells forever. From a used car purchase that went completely sideways, to a seven figure software deal saved at the last second, to a heated pricing argument with an angry marketer, Todd Caponi shares real stories that prove why honesty beats tactics in negotiation. No gimmicks. No fake leverage. Just clear, human conversations that build trust, reduce discounting, and turn negotiations into collaboration instead of combat. These Courses Will Get You to President’s Club: 🏋 30MPC Training: 30mpc.com/training 👥 Leadership Course: https://bit.ly/4o8KtMT 📧 Cold Email Course: http://bit.ly/44K6jy3 ☎️ Cold Call Course: https://bit.ly/4jqQ4w2 🔮 Discovery Course: https://bit.ly/4cQYaM8 🛠️ Free Toolkits: http://bit.ly/4nZwvO5 Get More Tactics: Join our weekly newsletter – https://hubs.li/Q02NJQ8p0 Things you can steal and use today – https://linktr.ee/30mpc_youtube
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marketing space. Every single vendor in this space charges monthly and ooh la-di-da, here comes you along charging us upfront annual. Was there a request there? Was there? I didn't know. Like clearly she was saying that she wanted to pay monthly and not annually. And this idea of being a human being had kind of gone by the wayside. “But this is an opportunity to educate her about the pricing model.” So instead of fighting her with her on this, I explained to her that I completely understand where you're coming from. And you're right. These other email marketing vendors, they do charge monthly. Our pricing model is built on the value that we receive for upfront annual payments. And as such, your pricing is based on it.
So anyway, that is the story of an angry customer that is angry about a silly thing like payment terms and how you can use the four levers of negotiating to disarm that conversation and align them to what is truly valuable to your company, “which is also mutually valuable to them because your pricing is based on it.” And the lesson here is always go back to the levers. It doesn't matter how angry the customer is, how good of a negotiator they are. You will establish consistency and confidence always through the four levers. Those are three negotiating stories. There's so much more to come in the book Four Levers Negotiating.
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