Four Levers Negotiating
The Simple, Counterintuitive Way to Higher Deal Values and Lasting Trust
$66.71
- Hardcover
240 pages
- Release Date
14 April 2026
Summary
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 …
Book Details
| ISBN-13: | 9781637748404 |
|---|---|
| ISBN-10: | 163774840X |
| Author: | Todd Caponi |
| Publisher: | BenBella Books |
| Imprint: | Matt Holt Books |
| Format: | Hardcover |
| Number of Pages: | 240 |
| Release Date: | 14 April 2026 |
| Weight: | 352g |
| Dimensions: | 26mm x 236mm x 162mm |
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What They're Saying
Critics Review
“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“This book is the antidote to the outdated, manipulative tactics that plague sales negotiations … A simple, human-centered approach that builds trust, not tension, and leads with transparency.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
About The Author
Todd Caponi
Todd Caponi, CSP®, is the author of two award-winning books, The Transparency Sale and The Transparent Sales Leader. Todd is a multi-time C-level sales leader, a behavioral science and sales history nerd, and has led through two companies with successful exits. He now speaks to and teaches revenue organizations and their leaders on leveraging transparency and decision science to maximize their revenue capacity as principal of Sales Melon, LLC.
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