Ditch the Adversarial Negotiating: How Transparency Wins in Cyber Sales – Todd Caponi, Author of Four Levers Negotiating

Episode notes

Are you tired of sales negotiations feeling like a hostile game of poker against procurement pros who seem to hold all the cards? Wondering if there’s a way to maintain your deal’s value without relying on outdated, adversarial tactics? Struggling with year-end deals where buyers expect last-minute discounts and you’re anxious about giving away too much? This episode is for cybersecurity sales and marketing leaders seeking a transparent, effective, and less stressful way to close deals. In this conversation, we discuss: Why traditional and commonly taught sales negotiation techniques no longer fit today’s buyer-seller dynamic Todd Caponi’s “Four Levers Negotiating” framework to build trust and keep more margin Practical, actionable ways to position pricing and negotiations, especially at year-end, so both parties win About our guest: Todd Caponi is a multiple-time sales executive and author with experience leading revenue organizations through two successful exits. He now advises, teaches, and speaks to sales teams about transparency and behavioral science in negotiation.