Four Levers Negotiating
The Simple, Counterintuitive Way to Higher Deal Values and Lasting Trust
Available at these locations (and more)
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.
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Endorsements
Ethan Zoubek
President, Atari
“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.”
David Woodbury
Chief Commercial Officer, Sodexo
“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.”
Ken Hohenstein
Chief Revenue Officer, OneStream
“I have always believed in building trust and embracing transparency in selling, and Todd Caponi articulates these principles better than anyone I’ve encountered. In Four Levers Negotiating, he delivers an innovative, actionable methodology that is both practical and grounded in the realities of today’s buyer. His approach has become the foundation for how my team not only negotiates, but also communicates with prospects and customers—with honesty, clarity, and impact for all.”
Jeff Rosset
Chief Executive Officer, Sales Assembly
“Most negotiation advice is either outdated or straight-up manipulative. Four Levers Negotiating flips the script – finally giving sellers a practical way to win deals without selling their soul.”
Samantha McKenna
Founder, Samsales Consulting
“Four Levers Negotiating is the antidote to the outdated, manipulative tactics that plague sales negotiations. Todd Caponi offers a simple, human-centered approach that builds trust, not tension, and leads with transparency. Required reading for any sales professional, regardless of tenure.”
Jen Allen-Knuth
Founder, DemandJen
“Four Levers Negotiating is the book on negotiation that your buyers want you to read. Todd brings such a refreshing, actionable point of view to one of the trickiest sales skills: negotiation. If you want to protect your margin, without losing your buyer’s trust, read this today.”
Matt Green
Chief Revenue Officer, Sales Assembly
“Four Levers Negotiating is like replacing your hostage negotiation manual with a human one. It strips out the hostage-theatrics and hands you a framework built for today’s messy, transparent, post-trust market where buyers talk, pricing leaks, and trust wins. Todd’s last two books were required reading, and this one is no different. Or you can just keep offering “one-time discounts” that mysteriously reappear every quarter.”
David (DP) Pieterse
CRO, Recorded Future
““I wish I had this book earlier in my career. Todd’s four levers make 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.”
Give Your Audience Even More
There’s something powerful about walking into an event and seeing tables stacked with books written by the keynote speaker—it instantly elevates the experience. When Todd Caponi is your opening or closing keynote, his books give participants a way to carry his valuable lessons beyond the event. They’ll leave not only inspired, but equipped to keep building on what they’ve learned about sales leadership, transparency, and creating real impact in their organizations and lives.
A book signing with Todd is more than just an autograph—it’s a personal connection. It’s a chance for participants to engage with him one-on-one, ask questions, and walk away with an even deeper connection to your event’s message.
For bulk book orders (anything more than 10 copies):
Pro Tip: Todd recommends scheduling book signings right after his keynote to maximize excitement and participation. He’s also happy to appear in your exhibit or vendor hall for casual conversations, book signings, and product sales—driving traffic and creating a buzz in the room.
To inquire about bulk orders, email us at orders@bookhighlight.com