The shift from selling to strategic partner with John La Vecchia
In today’s world, procurement teams are more sophisticatedthan ever—and most sales teams are still playing by outdated rules.
In this episode of If Prices Could Talk, Holden Advisors CEO Brian Doyle and host Travis Umpleby sit down with John La Vecchia, Chief Revenue Officer at Equifax Canada, to unpack what’s really happening inside modern negotiations.
They explore:
- Why procurement teams are winning more deals
- How sales organizations fall into the "commodity trap"
- The critical difference between selling to procurement vs. the business
- Why value must be quantified - not just…
The skinny
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