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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In today’s world, procurement teams are more sophisticatedthan ever—and most sales teams are still playing by outdated rules.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 communicated
- How elite sales teams position themselves as strategic partners
This conversation goes beyond tactics. It’s about themindset shift required to defend value in a world where buyers are trained toreduce it.
If your team is feeling pressure on price, this episode willhelp you rethink how you show up in the conversation.
Chapters
00:00 Intro: Why Negotiation Has Changed
02:30 Meet John Lavecchia (Equifax CRO)
05:30 The Evolution of Procurement Power
07:00 Why Sales Teams Struggle Against Procurement
10:00 The “Commodity Trap” (And How Buyers Use It)
12:00 Selling to Procurement vs. Selling to the Business
15:30 Why Value Must Be Quantified (Not Just Claimed)
18:30 The Role of Executive Conversations in Winning Deals
22:00 Silence, Timing, and Negotiation Strategy
25:00 Building Sales Teams That Act Like Strategic Partners
30:00 Final Thoughts: The Future of Value-Based Selling
Connectwith John: https://www.linkedin.com/in/johnlavecchia/
Connectwith Brian: https://www.linkedin.com/in/brianadoyle/
Connectwith Travis: https://www.linkedin.com/in/travis-umpleby/
About Holden Advisors
Holden Advisors is a boutique consulting firm specializing in B2B pricing and sales performance. We help companies understand their value through the eyes of their customers and use these insights to develop, price, and sell solutionsthat meet evolving market demands.
Our tailored strategies are designed to improve differential value and go-to-market execution. With decades of expertise in value-based pricing, sales implementation, and negotiation, we partner with companies to build and protect their pricing power.
https://holdenadvisors.com/
View all episodes
By Holden AdvisorsIn 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 communicated
- How elite sales teams position themselves as strategic partners
This conversation goes beyond tactics. It’s about themindset shift required to defend value in a world where buyers are trained toreduce it.
If your team is feeling pressure on price, this episode willhelp you rethink how you show up in the conversation.
Chapters
00:00 Intro: Why Negotiation Has Changed
02:30 Meet John Lavecchia (Equifax CRO)
05:30 The Evolution of Procurement Power
07:00 Why Sales Teams Struggle Against Procurement
10:00 The “Commodity Trap” (And How Buyers Use It)
12:00 Selling to Procurement vs. Selling to the Business
15:30 Why Value Must Be Quantified (Not Just Claimed)
18:30 The Role of Executive Conversations in Winning Deals
22:00 Silence, Timing, and Negotiation Strategy
25:00 Building Sales Teams That Act Like Strategic Partners
30:00 Final Thoughts: The Future of Value-Based Selling
Connectwith John: https://www.linkedin.com/in/johnlavecchia/
Connectwith Brian: https://www.linkedin.com/in/brianadoyle/
Connectwith Travis: https://www.linkedin.com/in/travis-umpleby/
About Holden Advisors
Holden Advisors is a boutique consulting firm specializing in B2B pricing and sales performance. We help companies understand their value through the eyes of their customers and use these insights to develop, price, and sell solutionsthat meet evolving market demands.
Our tailored strategies are designed to improve differential value and go-to-market execution. With decades of expertise in value-based pricing, sales implementation, and negotiation, we partner with companies to build and protect their pricing power.
https://holdenadvisors.com/