Todd Caponi, bestselling author of The Transparency Sale and The Four Levers of Negotiation, breaks down the 7 Deadly Negotiation Sins that cost salespeople deals, margins, and trust. If you think discounting accelerates deals, holding price until you “build value” is smart, or trading discounts for case studies is harmless, Todd’s about to rewire your negotiation mindset. Learn how to close faster, discount less, and build buyer trust using the same transparent negotiation tactics that world-class sellers use to win more and protect their price integrity.

THE 7 DEADLY NEGOTIATION SINS:

Waiting to set a price range or expectation: Delaying price discussions kills trust and confuses buyers. Set clear pricing expectations early to establish credibility and value.
Believing discounts accelerate deals: Discounts often slow deals by signaling hidden flexibility. Instead, pay customers for mutually valuable timing commitments.
Giving away free stuff because you think it doesn’t matter: Every concession tells buyers your price isn’t final. Align every trade to something meaningful using the Four Levers framework.
Paying for case studies with discounts: Buying advocacy erodes authenticity. Earn your case studies through real customer success, not transactional discounts.
Creating false certainty when clients ask you to “hold pricing”: Avoid rigid yes/no responses. Use transparent negotiation levers to guide timing and reinforce the value behind each date commitment.
Talking about value at the goal line: If you’re re-selling value during negotiation, it’s too late. Communicate and reinforce value throughout the sales process before the proposal stage.
Anchoring high instead of anchoring to truth: In today’s transparent market, inflated anchors destroy trust. Stick to honest, consistent pricing—because if the truth won’t sell it, don’t sell it.

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