The "Closer" is a Myth: Why Negotiation Starts at Discovery–Not the Contract 

In this episode of the Sales Readiness Podcast, SBI Managing Partner Ray Makela sits down with sales enablement expert Phil Putnam to dismantle one of the biggest myths in B2B sales: the idea that great negotiation is about charisma, improvisation, or being a “born closer.”

They unpack why negotiation actually begins in discovery—not at the contract stage—and how sellers can replace charm-based tactics with a disciplined, leverage-driven commercial process. The conversation dives into preparation, trading value, stakeholder management, and the real work required to protect margin in complex deals.

Key Takeaways:

• Negotiation starts early. Waiting until the contract stage eliminates leverage—effective negotiation is built from the first conversation, not the last.
• Preparation beats personality. Top performers use emotional discipline, optionality, and rehearsal—not instinct—to navigate high-stakes negotiations.
• Trade value, never concede. Protect margin by using structured give/get frameworks, communicating the cost of flexibility, and positioning any concession as an exception.
• You have more power than you think. Leverage time, capacity, contract terms, and non-monetary assets to expand tradeable value beyond price.
• Modern deals involve 12+ stakeholders. Equip champions with scripts, options, and clear messaging so they can sell internally when you’re not in the room..
  
  

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