‘Four Levers Negotiating: The Simple, Counterintuitive Way to Higher Deal Values and Lasting Trust’ is a hardcover book released January 27, 2026, by Todd Caponi.
Caponi, an award-winning author of The Transparency Sale and The Transparent Sales Leader, draws from his experience as a sales leader who has guided companies from startup to exit and IPO. He serves as a keynote speaker and trainer focused on sales transparency.
The book addresses a common disconnect: salespeople build trust during the sales process but shift to adversarial tactics – like hiding information or using high-pressure concessions – once negotiation begins.
Caponi argues this approach harms long-term relationships in today’s subscription and service-based models, where ongoing customer advocacy matters more than one-time wins.
He introduces a straightforward framework applicable to any B2B sales scenario, large or small. Early reader feedback on Amazon shows 5.0 out of 5 stars from four reviews, with comments highlighting its practicality for real-world deals.
The book targets sales professionals who want consistent trust-building from prospecting through post-sale.
What You Will Learn
You will learn why classic negotiation tactics borrowed from adversarial contexts fail in modern B2B sales, where customer lifetime value depends on sustained trust.
Caponi explains four specific levers – foundational elements every business negotiation involves – that you can adjust to create mutual value without gamesmanship.
You will gain tools to position and propose pricing more effectively from the start, so concessions feel collaborative rather than combative.
The book covers strategies for common requests, such as discounts or added terms, while preserving your margins and forecast accuracy.
In an as-a-service world, you discover how to treat the signed deal as an early step toward repeat business and referrals. Readers find the framework immediately applicable, with no need for a different personality in negotiation versus selling.
Early reviews note it helps teams discount less and close with stronger relationships intact. This makes the book useful for individual reps and sales leaders aiming to align their process end-to-end.
Our Key Takeaways:
Four Levers Negotiating shifts negotiation from trust-eroding tactics to a transparent, repeatable process that supports higher deal values and customer retention in B2B sales.
- The core message centers on four adjustable levers that allow you to negotiate openly and collaboratively in any sales scenario.
- The book suits B2B salespeople and leaders who handle deals of varying sizes and seek consistency between selling and closing.
- You read it to replace anxiety-driven concessions with trust-based approaches that reduce discounting and strengthen long-term forecasts and relationships.
You may also want to check out some of our other bestseller book spotlights.
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