In this episode, SBI Growth Advisory Managing Director of Talent Development Ray Makela sits down with Phil Putnam, a seasoned sales enablement leader with over 20 years in tech, to explore how sales organizations can master strategic negotiations without sacrificing value or margins.

Phil shares how SBI's Value-Driven Negotiation program helps sellers understand that negotiation isn't just an end-stage activity, but an extension of value-based selling throughout the entire process.

Together, they discuss the critical importance of preparation, understanding the "why" behind buyer positions, and how to effectively trade rather than concede when facing today's complex buying committees of 12+ stakeholders.

They reveal proven techniques for equipping internal champions to co-sell effectively and maintaining contract sizes in an increasingly price-sensitive market.