The 4 levers of B2B sales negotiation that protect margin and build trust (with Todd Caponi)

B2B sales negotiation doesn’t have to feel like a high-pressure personality shift the moment a customer says “yes.” Too often, sellers tense up, change their tone, and fall back into outdated tactics—but today’s guest on Closing Time says there’s a better way. In his new book Four Levers Negotiating, sales leader and speaker Todd Caponi shares his practical framework that transforms the negotiation phase into a natural extension of the sales process. Todd shares immediately actionable negotiation strategies that protect margin while strengthening long-term customer relationships. If you’ve ever wished negotiation felt more like value-based selling and less like a tug-of-war, this episode will change how you prep, present, and close—on every deal, big or small. Want expert advice delivered monthly to your inbox? Subscribe to the Closing Time newsletter to never miss an episode: https://bit.ly/3C5aZUw Order the Four Levers of Negotiating book: https://toddcaponi.com/four-levers-ne... Connect with Todd:   / jkazarian   Connect with Val Riley:   / valerie-riley-marketer   00:00 Introduction 00:52 Why negotiation feels broken 04:43 Million-dollar deal origin 07:02 Four levers framework 10:39 Using levers with customers 13:40 Pricing models and consistency 16:00 Transparent pricing expectations 18:46 Buyer behavior that persists 20:41 Wrap-up and book info #b2bsalesnegotiation #salesnegotiating #b2bsales