The shift from selling to strategic partner with John La Vecchia

Episode notes

In today’s world, procurement teams are more sophisticatedthan ever - and most sales teams are still playing by outdated rules. In this episode of If Prices Could Talk , Holden Advisors CEO Brian Doyle and host Travis Umpleby sit down with John La Vecchia, Chief Revenue Officer at Equifax Canada , to unpack what’s really happening inside modern negotiations. They explore: - Why procurement teams are winning more deals - How sales organizations fall into the "commodity trap" - The critical difference between selling to procurement vs. the business - Why value must be quantified - not just communicated - How elite sales teams position themselves as strategic partners This conversation goes beyond tactics. It’s about themindset shift required to defend value in a world where buyers are trained toreduce it. If your team is feeling pressure on price, this episode willhelp you rethink how you show up in the conversation. Chapters 00:00 Intro: Why Negotiation Has Changed 02:30 Meet John Lavecchia (Equifax CRO) 05:30 The Evolution of Procurement Power 07:00 Why Sales Teams Struggle Against Procurement 10:00 The “Commodity Trap” (And How Buyers Use It) 12:00 Selling to Procurement vs.

• Authority creates pricing power: how AI is changing trust, pricing, and negotiation with Adam Witty49 / 100
• From Pricing Strategy to Profit: What Actually Works with Kevin Mitchell26 / 100
• The Executive Lens on Pricing, Value, and Growth with Charlton Evans50 / 100
• The companies powering smart manufacturing with Adrienne Meyer
• Pricing power in automotive: Lessons from Kelley Blue Book with Randy Kobat