GTM 82: Use These Sales Negotiation Tactics to Win with Richard Harris

Helping founders with GTM Strategies and teaching sales reps how to earn the right to ask questions, which questions to ask, and when is the primary driver for Richard Harris. He brings 20+ years of experience, having done all the roles – SDR, AE, Manager, Director, VP of Sales, and Director of Sales Ops – to the table. His client list includes Zoom, Salesforce, Gainsight and 80+ SaaS start-ups. He is also the Co-Founder of Surf and Sales as well as the host of the Surf and Sales Podcast. 

What You Will Learn:

  • Key strategies for handling sales negotiations, including preparing for negotiations with procurement departments, and delivering pricing effectively. 
  • Perspective on the future of AI in the sales industry.
  • Common mistakes that Richard sees founders make and how to avoid them. 
  • The importance of sales coaching and role playing. 


(5:13) Unveiling Richard’s book: The Seller’s Journey.

(10:51) The art of negotiation: engaging with procurement.

(19:52) Understanding pricing and commercial terms.

(21:47) The art of negotiation: offering discounts. 

(25:31) The future of sales in the age of AI. 

(31:26) Common mistakes founders make and how to avoid them.

(36:44) The importance of training and role playing in sales.

(34:55) One thing revenue leaders believe to be true that Richard thinks is bull$***.

(36:39) One thing that is working for Richard in go-to-market right now.

Guest Speaker Links (Richard Harris):
Phone Number: 415-596-9149
Book (Amazon):
Surf and Sales Podcast:

Host Speaker Links (Scott Barker):

Today’s episode is sponsored by Wiza. If you’ve used big-name prospecting tools before, you know that they all share one, massive problem: bad data. These tools are built on static databases, playing cat-and-mouse to keep up with job titles changes, employee turnover, and bouncing emails. As sales professionals and operators ourselves, we needed more. So, we built Wiza, the only prospecting platform that sources and verifies its data in real-time, the moment it’s requested, using LinkedIn as its source of truth.

Wiza offers an accuracy-obsessed B2B contact database with 99% coverage of LinkedIn profiles as well as a powerful Chrome extension that works on LinkedIn and with Sales Nav. If you’re struggling with inaccurate data from clunky database tools, try Wiza for free today – and see why 300,000+ GTM professionals trust it in their daily prospecting.

The GTM Podcast
Don’t miss The GTM Podcast dropping every Tuesday discussing true stories and experiences including trials and tribulations in the Go-To-Market world.

Before helping found GTMfund, Scott spent 4 years at Outreach as Director of Strategic Engagement. He was in charge of aligning key relationships with VCs, BoDs, ecosystem partners and community members to drive revenue and strategic initiatives across Outreach. Scott initially ran revenue/partnerships for Sales Hacker (which was acquired by Outreach in 2018). Prior to Sales Hacker, he led and built outbound Business Development teams at Payfirma and MediaValet. Scott also advises for a number of high growth start-ups and is the host/author of The GTM Podcast and The GTM Newsletter. At GTMfund, Scott leads all fundraising efforts and runs the media arm of the firm. He’s also responsible for assessing investments, team management, LP/community relationships and GTM support for founders.

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