Ditch the Adversarial Negotiating: How Transparency Wins in Cyber Sales – Todd Caponi, Author of Four Levers Negotiating

Cyber Go-To-Market Talk: The Cybersecurity Podcast About Cyber Sales, Marketing & Revenue Growth · Dec 2, 2025 · 40m

Are you tired of sales negotiations feeling like a hostile game of poker against procurement pros who seem to hold all the cards? Wondering if there’s a way to maintain your deal’s value without relying on outdated, adversarial tactics? Struggling with year-end deals where buyers expect last-minute discounts and you’re anxious about giving away too much? This episode is for cybersecurity sales and marketing leaders seeking a transparent, effective, and less stressful way to close deals.

In this conversation, we discuss:

👉 Why traditional and commonly taught sales negotiation techniques no…