Negotiation Without the Games: Todd Caponi's Four Levers Framework
Tue Jan 27 2026
Stop leaving money on the table.
In this episode, sales historian and author Todd Caponi reveals why traditional negotiation tactics are destroying trust, eroding margins, and creating unsustainable business models.
Todd shares the revolutionary Four Levers framework that helped him close a $7.5M deal when the customer demanded 35% off - and they ended up with only 15% discount while paying upfront for three years.
What You'll Learn:
🟣Why building trust until the close, then "starting to lie" about pricing is killing your deals
🟣Negotiation Without the Games: Todd Caponi's Four Levers Framework
🟣The 115-year-old concept of "sound basis pricing" that buyers have been demanding since 1910
🟣How the 4x pipeline rule forces reps to waste time on garbage opportunities
🟣Why BANT qualification is outdated and what to do instead
🟣The Four Levers: Volume, Timing of Cash, Length of Commitment, and Timing of Deal
🟣How to stop discounting unilaterally andEducating buyers to squeeze harder
🟣Real data: 20-30% reduction in discounting, 7-8 figure profitability improvements
🟣Why every unasked-for concession (even net 45 vs net 30) signals everything is negotiable
Perfect for: Founders, sales leaders, and top performers who want to increase deal values, improve forecast accuracy, and build sustainable pricing models.
About Todd Caponi
Author of "The Transparency Sale", "The Transparent Sales Leader" and "Four Levers Negotiating," Todd is a longtime sales leader, self confessed transparency nerd, and the only sales history expert who collects artifacts from the 1800s-1900s.
His approach has been working for 17+ years across multiple organizations.
Get Todd's Book: "Four Levers Negotiating" - https://amzn.to/4jPmjG9
Connect with Todd:
🌐 www.toddcaponi.com
🎙️ The Sales History Podcast https://podcasts.apple.com/gb/podcast/the-sales-history-podcast/id1571354113
LinkedIn https://www.linkedin.com/in/toddcaponi/
💡 Found this valuable?
Like, comment, and share with your sales team.
📊 What's your biggest negotiation challenge?
Drop it in the comments.
#SalesNegotiation #B2BSales #SalesLeadership #Pricing #RevenueGrowth
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Stop leaving money on the table. In this episode, sales historian and author Todd Caponi reveals why traditional negotiation tactics are destroying trust, eroding margins, and creating unsustainable business models. Todd shares the revolutionary Four Levers framework that helped him close a $7.5M deal when the customer demanded 35% off - and they ended up with only 15% discount while paying upfront for three years. What You'll Learn: 🟣Why building trust until the close, then "starting to lie" about pricing is killing your deals 🟣Negotiation Without the Games: Todd Caponi's Four Levers Framework 🟣The 115-year-old concept of "sound basis pricing" that buyers have been demanding since 1910 🟣How the 4x pipeline rule forces reps to waste time on garbage opportunities 🟣Why BANT qualification is outdated and what to do instead 🟣The Four Levers: Volume, Timing of Cash, Length of Commitment, and Timing of Deal 🟣How to stop discounting unilaterally andEducating buyers to squeeze harder 🟣Real data: 20-30% reduction in discounting, 7-8 figure profitability improvements 🟣Why every unasked-for concession (even net 45 vs net 30) signals everything is negotiable Perfect for: Founders, sales leaders, and top performers who want to increase deal values, improve forecast accuracy, and build sustainable pricing models. About Todd Caponi Author of "The Transparency Sale", "The Transparent Sales Leader" and "Four Levers Negotiating," Todd is a longtime sales leader, self confessed transparency nerd, and the only sales history expert who collects artifacts from the 1800s-1900s. His approach has been working for 17+ years across multiple organizations. Get Todd's Book: "Four Levers Negotiating" - https://amzn.to/4jPmjG9 Connect with Todd: 🌐 www.toddcaponi.com 🎙️ The Sales History Podcast https://podcasts.apple.com/gb/podcast/the-sales-history-podcast/id1571354113 LinkedIn https://www.linkedin.com/in/toddcaponi/ 💡 Found this valuable? Like, comment, and share with your sales team. 📊 What's your biggest negotiation challenge? Drop it in the comments. #SalesNegotiation #B2BSales #SalesLeadership #Pricing #RevenueGrowth