In this episode, host Dave Irwin welcomes Ron Hubsher, CEO of Sales Optimization Group, to discuss the art of account negotiations through the lens of co-creating value. Ron shares his expertise on business-to-business (B2B) sales negotiation, emphasizing the importance of being the buyer’s number one choice by minimizing both business and personal risk. Ron and Dave discuss the concept of “Blue Space” – focusing on solving customers’ problems instead of white space, which is very product-centric and all about the seller. The conversation highlights key strategies, including building trust with executive stakeholders, quantifying value, and maintaining continuous relevance in customer relationships. If you’re looking to strengthen enterprise account negotiations and drive meaningful customer relationships, this episode is packed with insights to elevate your approach. 

Key takeaways:

• Lowering both business and personal risk makes you the buyer’s number one choice.
• Quantifying the value you create helps command a price premium and grow relationships.
• Co-create value by solving customer challenges expansively, not just selling products.
• Stay relevant with regular customer engagement to uncover new opportunities.
• Practice Ron’s three principles—lower risk, quantify value, and expand relationships—to negotiate success.