About this episode

Todd Caponi discusses the four levers of negotiation and how to build trust in sales.

Todd Caponi is a sales historian, author, and transparency advocate. With decades of experience in leadership and sales strategy, Todd is best known for transforming how people think about negotiation. His latest book, "The Four Levers of Negotiation," introduces a refreshingly honest, trust-building framework that empowers sellers and buyers alike to make better, faster decisions together. "Every for profit company in the world - they run their business based on four things, and that's, where four levers negotiating comes from." - Todd Caponi Todd Caponi joins the show to share how sales teams can stop lying, start building trust, and negotiate smarter using four clear business levers. He explains how transparency, mutual value, and long-term thinking outperform short-term tactics. From pricing to procurement, Todd reframes negotiation as a collaborative, data-backed, and trust-driven process. 🔑 5 Key Takeaways 1. Negotiation is a Process, Not an Event Like marathon training, successful negotiation starts long before the final conversation. Set clear expectations from the beginning to avoid surprises later. Stop treating negotiation as a high-stakes showdown—collaborate early…

People in this episode

Host: Mike Simmons

Guest: Todd Caponi

Topics covered

• negotiation
• sales strategy
• transparency
• trust-building
• business levers

Keywords

• negotiation
• sales
• transparency
• trust
• business strategy

Mentioned in this episode

Books & works: The Four Levers of Negotiation

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