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Four Levers Negotiating
The Simple, Counterintuitive Way to Higher Deal Values and Lasting Trust
By Todd Caponi
Published by Matt Holt Books
Distributed by Simon & Schuster
Table of Contents
About The Book
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:
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.
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.
Product Details
- Publisher: Matt Holt Books (January 27, 2026)
- Length: 240 pages
- ISBN13: 9781637748411
Raves and Reviews
“I have worked with hundreds and hundreds of sellers over my career, and without question, Todd's Four Levers Negotiating is the most clear, actionable, and effective tool I have ever brought into a selling organization. Ever. Hands down. No question. It works because it’s honest, true, and seeks to arrive at an outcome that is mutually beneficial.”
—Ethan Zoubek, President, Atari
“I have always believed in building trust and embracing transparency in selling, and Todd Caponi articulates these principles better than anyone I’ve encountered. He delivers an innovative, actionable methodology that is both practical and grounded in the realities of today’s buyer.”
—Ken Hohenstein, Chief Revenue Officer, OneStream Software
“Four Levers Negotiating connects the dots between how we sell and how we negotiate. Todd Caponi shows us that trust doesn’t end with the yes—it begins there."
—David Woodbury, Chief Commercial Officer, Sodexo US
“This book is the antidote to the outdated, manipulative tactics that plague sales negotiations . . . A simple, human-centered approach that builds trust, not tension, and leads with transparency. Required reading for any sales professional, regardless of tenure.”
—Samantha McKenna, Founder, #samsales Consulting
“I wish I had this book earlier in my career. Todd’s Four Levers Negotiating makes every sales negotiation feel less like a battle and more like a collaboration. You’ll close better deals, build better relationships, and sleep better at night.”
—David (DP) Pieterse, Chief Revenue Officer, Recorded Future
Resources and Downloads
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