Why Most SPA Requests Fail—and How to Fix Them

Returning to our conversation, “Mastering the Hidden Margin", a special series on Build Better Work, our panel dives into the heartbeat of SPA success: negotiation. Moving beyond history and systems, this episode focuses on how distributors should ask for SPAs—credibly, proactively, and with data that builds trust instead of friction. Joining us again is Tony Pericle, Scott Sinning and Kara DeGraff, in a conversation that outlines why SPAs are not about discounts, but about positioning distributors as true partners to manufacturers. The group breaks down what separates a strong SPA request from a weak one: clarity on customer and product, realistic volume commitments, competitive context, and a plan that can be tracked and validated over time. They explore who should own SPA negotiations at different levels of the organization, how sales teams should be coached, and why accountability and follow-through matter as much as the initial cost ask.