{"version":1,"type":"rich","provider_name":"Libsyn","provider_url":"https:\/\/www.libsyn.com","height":90,"width":600,"title":"The 4 Levers of Negotiation: with author Todd Caponi","description":"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, \u201cThe Four Levers of Negotiation,\u201d introduces a refreshingly honest, trust-building framework that empowers sellers and buyers alike to make better, faster decisions together. \u201cEvery for profit company in the world - they run their business based on four things, and that's, where four levers negotiating comes from.\u201d - 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. \ud83d\udd11 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\u2014collaborate early and often. 2. The 4 Levers That Drive Business Decisions Every for-profit company depends on: Volume Timing of cash Length of commitment Predictability These four factors can be traded like currency during negotiation. Playing your \u201ccards face up\u201d creates mutual benefit and trust. 3. Why Transparency Builds Trust (and Better Deals) Stop hiding pricing logic\u2014buyers can see through the games. A transparent approach leads to fewer discounts and more accurate forecasting. Trust equals speed. Buyers move faster when they understand the \u201cwhy\u201d behind your terms. 4. Real People Have Real Problems Personas are imaginary. Focus on helping actual people with specific pains. Use discovery to understand what matters most to the individual\u2014not just the company. Help buyers prioritize their problems, even if it's something they\u2019ve ignored for months. 5. Storytelling Beats Data in Driving Change Stories connect; data divides. Use storytelling to shift mindsets. Structure your message like a reality makeover show: Understand the current state Teach and educate Lead them to a better future Make the customer the hero\u2014not your brand. Looking for that nudge to do the things you are meant to do? Find Your Catalyst at https:\/\/www.findmycatalyst.com\/ Subscribe to our weekly newsletter and view previous versions of the newsletter at findmycatalyst.com ","author_name":"Find My Catalyst Podcast","author_url":"https:\/\/findmycatalyst.com\/","html":"