#521 - The 7 Deadly Sales Negotiation Sins | Todd Caponi
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.
RESOURCES DISCUSSED:
Masterclass w/ Todd Caponi Signup
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#520 - I Handle EVERY Cold Call Objection like Mr Miyagi
Cold Email Course: http://bit.ly/44K6jy3
Cold Call Course: https://bit.ly/4jqQ4w2
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Handle every objection in the world like Mr. Miyagi. Plus 4 more talk tracks you can steal for your favorite objections out there.
Watch in full vibrant color: https://bit.ly/44KFn02
RESOURCES DISCUSSED
18 Objections and Scripts for Each
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Free Sales Templates, Scripts and Guides
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#519 - Set Next Steps That Actually Close Deals | Roy Mathew
Stop losing deals after the demo. Roy Mathew shows how to align every next step to what buyers actually care about. This is next-level sales leadership in action.
🎙️ ACTIONABLE TAKEAWAYS:
Calibrate before next steps: Always ask prospects where they stand before suggesting next steps — uncover what’s really going on in their head.
Think like a buyer, not a seller: Map out the five key questions buyers must answer before deciding — problem, priority, evaluation, value, and commercial agreement.
Game-plan every call: Before a meeting, ask your rep: (1) What’s the goal? (2) What could go sideways? (3) What will success look like and lead to next?
Run a “next step workshop”: Block four weekly one-hour sessions, review recorded calls’ final 10 minutes, and score how effectively reps set, calibrate, and confirm next steps.
ROY’S PATH TO PRESIDENT’S CLUB:
Top 3 revenue producer globally over 4 years @ Airtable across 150+ sellers
Went from 1st closing role to VP of Sales in ~6 years @ Re:currency
Surpassed quota for 12 straight quarters @ Airtable
RESOURCES DISCUSSED
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Mark’s 5-Stage Sales Process
Things you can steal
Save $50 on any 30MPC course with code “PODCAST”
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#518 - 5 Terrifying Sales Ghosts That Will Haunt Your Quota | Halloween Special
This Halloween, the 30 Minutes to President’s Club crew takes you inside the haunted house of sales — where deals disappear, demos die, and negotiations bleed revenue. Nick, Armand, and Steve break down five sales ghosts that secretly destroy your pipeline and show you exactly how to exorcise them using elite B2B sales tactics, closing frameworks, and storytelling mastery.
If you’re serious about hitting quota, closing complex deals, and running world-class discovery and demos, this spooky special is your sales survival guide.
The 5 Sales Ghosts (and How to Defeat Them):
The Surface-Level Spirit: Your deal vanishes because you’re only finding small annoyances, not six-figure business problems that matter to executives.
The Hypnosis Demo: Feature-dumping kills attention — learn how to demo through stories that emotionally hook buyers and make them see their future state.
The Single-Threaded Specter: Depending on one champion is a death sentence. Multithread your deals and get power involved early.
The Negotiation of a Thousand Cuts: Every tiny discount, seat, or billing term slices your margin. Follow Armand’s 6-step framework to negotiate once and win big.
The Vendor Review Pit of Despair: IT and Legal can bury your deal alive. Run parallel reviews, set “redline deadlines,” and use mutual action plans to hit close dates.
RESOURCES DISCUSSED:
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Things you can steal
Save $50 on any 30MPC course with code “PODCAST”
Free Sales Templates, Scripts and Guides
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#517 - The Secret to Handling Nasty Cold Call Objections
18 Objections and Scripts for Each
Nick Cegelski shares how to turn quick rejections into real sales conversations using his Mr. Miyagi Method for dismissive objections. He explains why most brush-offs aren’t about your product at all but about the interruption, and how to agree with objections, lower resistance, and reintroduce your pitch naturally. You’ll learn how to replace pressure with curiosity, keep prospects talking, and book more meetings with confidence. For more scripts and examples, grab the free objection handling guide linked in the description.
RESOURCES DISCUSSED
18 Objections and Scripts for Each
Join our weekly newsletter
Things you can steal
Save $50 on any 30MPC course with code “PODCAST”
Free Sales Templates, Scripts and Guides
Über 30 Minutes to President's Club | No-Nonsense Sales
The #1 sales podcast in the world, fueled by hyper-actionable sales tactics from the top 1% sellers at companies like Salesforce, Gong, Outreach, Slack, LinkedIn, Keller Williams, Northwestern Mutual.
30 Minutes to President's Club cuts all the BS, fluffy mindset stories, and sales academia to give you the most actionable sales tactics that get you to President's Club. Every episode is a supercharged 30 minutes where you'll hear step-by-step breakdowns in every key dimension of sales, including:
Prospecting: How to open conversations to triple your pipeline
Discovery: How to ask questions that uncover massive pain
Process: How to get big contracts over the line
Leadership: How to hire and train world class teams.
Your founding hosts are Nick Cegelski (3x top enterprise seller) and Armand Farrokh (VP of Sales at 29, ex-Pave, ex-Carta) joined by co-host Mark Kosoglow (CRO @ Catalyst, ex-Outreach).
Whether you're seller listening to the (SELL) show or leader tuning into the (LEAD) show…
Get ready, you're going to President's Club.
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