30 Minutes to President's Club | No-Nonsense Sales #541 - The $1M Negotiations That Changed the Way I Sell Forever
13 snips
Jan 22, 2026 
Todd Caponi, a seasoned CRO and award-winning author, shares transformative negotiation stories that reshaped his sales approach. He reveals how honest communication in a used car purchase disarmed a tactic-driven salesperson. Caponi also recounts saving a $1.1M deal by explaining four key pricing levers that built trust and commitment. Additionally, he discusses how transparency diffused a confrontation with an angry marketer, emphasizing collaboration over combat in negotiations. A must-listen for anyone wanting to enhance their sales strategies!
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Paying Honesty At The Dealership
- Todd Caponi walked into a dealership and immediately revealed payment method, trade-in, and defects to disarm the salesperson.
- He read the rep's compensation plan and bought the car while the rep earned the minimum commission possible.
Open Your Pricing Framework
- Lead negotiations by playing your cards face up about what drives your pricing model.
- Explain the four levers so negotiations become collaborative instead of adversarial.
Saving A $1.1M Deal With Transparency
- A CFO tried to cut user commitment in half at contract signing and threatened the rep's President's Club.
- Todd explained the four levers and contract protections, then the customer signed for the full 36,000 users.
