Wondering if there’s a way to maintain your deal’s value without relying on outdated, adversarial tactics?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 leaders and sellers 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. Todd’s upcoming book, "Four Levers Negotiating," outlines a straightforward approach that’s transforming how sales teams manage deal-making conversations.
Summary:
Listen in as Andrew Monaghan and Todd Caponi unpack how cybersecurity sellers can escape the cycle of adversarial negotiations by embracing a transparent, lever-based approach. Discover how to reframe value conversations, negotiate with confidence, and earn buyer trust—so you close deals faster with less discounting. Tune in and rethink your negotiation mindset!
Connect with Todd Caponi on LinkedIn! https://www.linkedin.com/in/toddcaponi
Visit: https://toddcaponi.com/four-levers-negotiating/
Let's connect! Book some time with Andrew here: hhttps://tidycal.com/1w8xxe1/30-minute-meeting
Cybersecurity sales training: https://www.unstoppable.do/