Four Levers Negotiating

The Simple, Counterintuitive Way to Higher Deal Values and Lasting Trust

By: Todd Caponi

Narrated by: Tom Parks

A simple framework applicable in every common business-to-business sales scenario for building trust and leaving negotiating anxiety behind.

Have you ever felt like learning to negotiate requires a different personality than that required to sell?

Great salespeople foster relationships built on trust and a focus on customer outcomes. Yet, when the customer says “yes” and it’s time to negotiate, we change personalities. We hide things, focus on our own optimal outcomes, and in many cases, leverage strategies drawn from FBI hostage negotiation techniques.

There’s a better way. In Four Levers Negotiating, sales leader, award-winning author, and sought-after speaker Todd Caponi shows you how through a simple, immediately actionable framework for all the common sales scenarios you encounter—big deals and small. Learn:

• Why traditional negotiating approaches are no longer sustainable
• The four levers to pull in any negotiation to make magic happen
• How to better position and propose your pricing
• Strategies for navigating common concession requests that arise in negotiations

In today’s “as-a-service” economy, where the deal itself is merely an early milestone on the path to acquiring customers who not only buy from you, but stay, buy more, and become your advocates, one-off, trust eroding approaches are no longer sustainable.

Four Levers Negotiating is your immediately actionable guide to building trust instead of eroding it, discounting less, forecasting more accurately, and, ultimately, leaving negotiating anxiety behind.

©2026 by Todd Caponi. (P)2025 Brilliance Publishing, Inc., all rights reserved.

Brilliant way to modernize contract negotiations.

Enjoyed the transparency approach to contract negotiations. Win, Win and be fair. The sale is the beginning of the relationship, not the final milestone of the buyer’s journey.

Another classic by Todd Caponi!

As a reader and listener to the Transparency Sale and Transparent Sales Leader, I was very excited to pick up the Four Levers. It did not disappoint. The simple but effective application is one that drives increased sales and maintains contract values, but it also increases the overall value of the business transaction, creating a mutual value for both sides of the transaction and future transactions. Would happily recommend!