In this episode of the B2B Brand180 Podcast, Linda Fanaras sits down with sales leadership expert and author Todd Caponi to challenge one of the biggest problems in B2B sales today: broken pricing and negotiation practices. They unpack why traditional discount-driven sales tactics are eroding trust, slowing deals, and training buyers to believe the price is never really the price.
The conversation explores Todd’s “Four Levers Negotiating” framework and how sales teams can replace reactive discounting with a transparent, structured approach built around volume, payment timing, commitment length, and deal predictability. You’ll hear practical insights on why quarter-end discounts often backfire, how transparency accelerates trust, and what leaders can do to create more confident, collaborative negotiations that benefit both buyers and sellers.
00:01:24 Why Traditional Sales Negotiation Needed to Be Challenged 00:04:23 What Happens When Salespeople Get Nervous at the Finish Line 00:07:13 Creating a Structured Approach to Proposal and Negotiation 00:10:05 Replacing Reactive Discounting with Strategic Decision-Making 00:12:46 Taking Emotion Out of Pricing Conversations 00:13:21 How to Respond When Buyers Push for Bigger Discounts 00:16:52 Transparency, Trust, and Collaborative Negotiation 00:18:37 Rapid Fire Questions
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