Have a look at biological nurturing - its basically a fancy name for lying back to feed and letting LO latch on their own rather than doing all the mechanical stuff you get taught initially, you know, basically letting them use their instincts and reflex to get there.
I didn't have any deformed nipple most of the time either but I did end up with BIG cracks, so be really attentive to putting some breast milk and/or lanolin on them after a feed to help them heal.
Have you tried expressing a little before he latches? It may help, as may a C hold. LO should be taking a big mouthful of breast, not just nipple.