Negotiation used to be easy just 40 years ago, so why is it more complex now? Todd Caponi, the acclaimed author of 'Four Levers of Negotiation,' joins us to unravel the detailed tapestry of sales negotiation. Todd brings his rich understanding of how salespeople have been propelled into a new era of active negotiation. We dig into the roots of negotiation skills, tracing back to the Consumer Protection Act and exploring how the groundbreaking strategies from the 1980s, like "Getting to Yes," continue to influence today's practices. This discussion challenges sales professionals to adapt to an era marked by transparency and AI while maintaining trust and delivering real value. Our conversation takes a closer look at the critical role of pricing consistency in negotiations. Todd and Mark explore the nuances of establishing a uniform pricing strategy that builds trust and ensures profitability. 👤 About the Guest Todd Caponi is a Sales Historian, Keynote Speaker, author of Four Levers Negotiating, and Founder of Sales Melon. 💡Read the BLOG for this week's episode.

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