Negotiating Keynote and Workshop For Your Sales Team – The Description

I’ve built my business around two key deliverables – tailored keynote speeches for organizations, primarily customer-facing teams, and training workshops. Underneath those deliverables are four-and-a-half core topics.

1. The Transparency Sale: Understanding how the brain engages, prioritizes, and decides…then applied to your messaging and positioning, along with the journey you take potential buyers on.
2. Four Levers Negotiating: Described below, a framework for establishing a “sound basis” in your pricing, establishing trust, improving deal values, and improving your forecasting along with it.
3. Formal Messaging / Presentation Choreography: How to flip the traditional presentation choreography so it leads TO your solution instead of with it, building faster and stronger consensus.
4. Revenue Leadership: The framework for revenue leadership, with each element optimized with science and experience, on a bed of transparency, ala The Transparent Sales Leader.

And the half? The history of the sales profession provides so many insights into the way the profession should be done, from a time when it was trusted, respected, and even admired. This is stand-alone (via The Sales History Podcast, and posted daily on X and Instagram @saleshistorian), but injected into every program, too. 

Here, let’s talk about the Four Levers Negotiating Keynote and Workshop. What is it, and how does it work?

What is the Four Levers Negotiating Keynote or Workshop by Todd Caponi?

Have you ever wondered what negotiation keynote speakers specialize in sales team training? Had anyone ask if you can recommend negotiation keynote speakers with experience in technology industries?
Wondering who the top negotiation keynote speakers are for corporate events, or what negotiation keynote speakers offer customizable talks for conferences?

I’d love for the answer to each of those questions to be me, Todd Caponi, but here’s some details for you to decide. In other words, I know the description on the website is never quite enough, and maybe you want to do a little more research on your own before reaching out, so here’s the summary, plus the description of the B2B negotiating keynote speech, as well as the structure and outcomes for the B2B negotiating workshop.

With a little shameless self-promotion, what I teach isn’t your typical eye-twitches and word art approach. And, it’s been by far the most popular topic I speak about, and program I teach. It’s been rolled out to companies both large and small, including Adobe, LinkedIn, MasterCard, NetJets, Sodexo, and many others.

The book Four Levers Negotiating came out in January of 2026. I swear I didn’t do any “best-seller” type of campaign, and the book hit #36 on the official best-seller list for non-fiction books.

The background

“The knowledge of buyers has increased, and they are no longer disposed to pay what is asked of them, unless persuaded in their minds that the sellers regulate their prices on some sound basis.”
– Thomas Herbert Russell, Salesmanship, Theory and Practice, 1910

I always felt it strange that I needed to take on a different personality when it came time to negotiate, versus the one I used during the sales process.

The foundation of the sales profession is based on service – guiding the customer to achieve optimal outcomes, possibly even outcomes they never thought possible, as quickly as possible…even if that means recommending an alternative solution.

However, once the customer says “yes”, we’re learning techniques designed for high-stakes, adversarial engagements like those found in hostage negotiations.

In today’s economy, the sale itself is no longer the peak of the selling engagement like it may have been in the 1900s. It’s merely an early milestone on the path to having customers who not only to buy, but also to stay (i.e., renew), buy more, advocate to their peers, and even take us with them to their next role.

And, with the proliferation of feedback, peer connection, and even AI, if every customer is paying a different amount based on how well or poorly the negotiation went, that’s a race to erode trust, and ultimately the bottom.

Four Levers Negotiating is the opposite of adversarial. It’s cards face up. It’s not designed to be inflexible; it’s intended to establish a sound basis for your pricing, while giving your customers the levers to negotiate their own transactions.

The Business-to-Business Negotiation Keynote Speech Description

In this keynote, attendees are introduced to a new lens for thinking about B2B negotiation, one grounded in trust, transparency, and sound business rationale rather than tactics and “word art.”

Through the story of a real high-stakes negotiation, where one anxious moment sparked a breakthrough, they’ll discover the foundation of the Four Levers framework.

They’ll leave with a simple, practical approach for confidently discussing, proposing, and negotiating pricing while protecting deal value and improving forecast accuracy. Along the way, they’ll learn how to navigate common hurdles like “Your price needs to come down,” “We need termination for convenience,” “Can we move to monthly billing?” or “Can you hold the price until next month?”—without sacrificing trust or outcomes.

The Business-to-Business Negotiation Sales Training Workshop Description

Delivered virtually or in person, the Four Levers workshop begins with the story of the high-stakes negotiation that inspired the framework, giving attendees not just the model, but the mindset behind it. Prior to the session, the program is customized around the 6–8 most common concession requests your team faces, from discount demands and extended payment terms to price holds, termination for convenience, proof of concepts, and the occasional “are you kidding me?” ask.

Participants break into small groups, each assigned one of those real-world scenarios. Using the Four Levers, they craft and practice simple, sound responses—then reconvene to share their approaches, lessons, and stories. By the end, the framework is no longer theoretical; it’s practical, repeatable, and ready for immediate use. The result: less discounting, greater trust, stronger long-term deal value, and more accurate forecasts…outcomes that stick with your customers wherever they go next.

The in-person workshop is delivered in 90-minute to half-day sessions. You are invited to record the session (for internal use only). With all my workshops, there is an optional (and included) reinforcement session that takes place 2-6 weeks following the program; however, I swear you’ll have it nailed. It’s easy!

Four Levers Negotiating Tailored Workshop Pricing

Would it surprise you that I use the levers for my own workshop pricing?

The investment for my programs is structured around the same framework I teach: Four Levers Negotiating. This ensures transparency, flexibility, and alignment around what matters most.

1. Volume

There is a base program fee depending on the type of engagement (keynote, 2-hour workshop, half-day, or full-day program).

From there, the primary volume variable is time, which includes:

• The length of the program

• The number of participants

• Travel distance from Chicago

Longer sessions, larger groups, and increased travel requirements naturally increase the overall investment.

2. Timing of Cash

Payment terms are structured to align with calendar allocation and delivery.

• A percentage of the total fee is due upon agreement to secure the date.

• The remaining balance, including agreed-upon expenses, is due no later than 30 days following program delivery.

3. Length of Commitment

Organizations that commit to a series of programs (for example, multi-session rollouts, leadership + frontline training, or multi-quarter engagements) receive preferred pricing.

4. Timing of the Deal

Demand for programs fluctuates seasonally. For example, Sales Kickoff and leadership summit season (mid-December through mid-February) represent peak demand, while other months are lighter.

As with any capacity-constrained service business, pricing reflects calendar demand and availability at the time of booking.

As of March 2026, and subject to change, the Four Levers Negotiating workshop investment begins at $12,500 for a virtual program for up to 50 attendees. This includes a live session, a virtual reinforcement session delivered 2–6 weeks later, and permission to record the program for internal use.

For in-person delivery near Chicago, investment begins at $15,000 for a 3-hour workshop. This also includes the virtual reinforcement session and recording rights.

For programs requiring travel, investment typically ranges from $20,000 to $25,000 domestically, depending on distance and logistics. International programs, including Europe, generally fall within the $30,000 to $40,000 range.

Final investment is aligned using the Four Levers — factoring in format, audience size, customization, travel requirements, and calendar timing.

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Todd Caponi, CSP® fell into sales and fell in love with the decision science and history behind it. He’s held multiple sales leadership roles, helping build one company into Chicago’s fastest-growing, another to an IPO and nearly $3B acquisition, and earning a Stevie Award as Worldwide VP of Sales. Todd is the author of The Transparency Sale, ranked by Book Authority among the best sales books of all time, and the award-winning The Transparent Sales Leader. His latest book, Four Levers Negotiating, was released on January 27th. He now speaks and teaches revenue teams worldwide and hosts The Sales History Podcast.

Reach out (email to info@toddcaponi.com) – for inquiries about speaking at your event or sales kickoff, for programs to upskill your customer-facing teams and leaders, or just to nerd out on sales or sales history.

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