How to Negotiate in a Transparent Sales Era

Описание: Negotiation in B2B sales has changed - but most negotiation advice hasn’t. In a transparent sales era where buyers compare pricing, AI exposes inconsistencies, and the deal is no longer the apex of the relationship, traditional tactics are quietly eroding trust - and margin!

In this episode of SalesTV, we sit down with Todd Caponi, a multi-time Chief Revenue Officer and award-winning author, to explore how modern B2B negotiation must evolve in a transparent sales era. From presenting pricing with confidence to negotiating without defaulting to discounting, we examine what actually drives sustainable revenue growth when buyers compare notes, enterprise relationships extend beyond the deal, and long-term trust matters more than short-term concessions.

We’ll ask questions like -
Why is traditional sales negotiation outdated in today’s market?
How do I present pricing with confidence in enterprise sales?
What does negotiation look like in a transparent sales era?
How do I negotiate without defaulting to discounting?

Todd Caponi is a multi-time Chief Revenue Officer, Certified Speaking Professional (CSP®), and sales historian who has led revenue teams through IPO and acquisition - including a $2.7B exit to Salesforce. As the author of multiple award-winning books on transparency in enterprise sales - including his latest book, Four Levers Negotiating - Todd combines behavioral science, sales history, and real-world executive experience to help B2B organizations negotiate with confidence, protect margin, and build long-term trust. His perspective is grounded not just in theory, but in decades of leadership inside complex revenue organizations navigating growth, change, and competitive pressure.


Join us live and be part of the conversation.

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About SalesTV: SalesTV is a weekly talk show created by salespeople, for salespeople. Each episode explores sales, sales training, sales enablement, and social selling, bringing together sales leaders, enablement professionals, and practitioners from across the globe.

About the Institute of Sales Professionals: The ISP is the only body worldwide dedicated to raising the standards of sales. Its Sales Capability Framework, certifications, and member community are designed to address their one goal: To Elevate the Profession of Sales.