30MPC - Negotiation Course 4 Levers Negotiating

Handle pricing pressure, protect margins, structure concessions, and close stronger B2B deals with Todd Caponi’s Four Levers Negotiating course.

Win Better Deals Without Automatically Discounting

Negotiation often becomes stressful when buyers request lower prices, longer payment terms, extra features, or delayed start dates. Without a clear framework, sellers may concede too quickly and reduce both company margins and personal commissions.

Four Levers Negotiating by Todd Caponi and 30MPC teaches a transparent, repeatable alternative to aggressive negotiation tactics.

Instead of treating the buyer as an opponent, the course shows sellers how to identify the variables influencing a deal and trade value strategically. The objective is to protect pricing while maintaining trust and creating an agreement that works for both sides.

The Four Negotiation Levers

Todd’s framework organizes negotiations around four primary variables:

• Volume: How much the customer purchases
• Timing of Cash: How quickly or under what terms payment is made
• Length of Commitment: How long the customer agrees to work with the company
• Timing of the Deal: When the agreement begins and how it affects forecasting

These levers give sellers alternatives to providing a discount without receiving anything valuable in return.

What You’ll Learn

The course covers negotiation from early pricing conversations through final agreement.

You’ll explore how to:

• Recognize how buyers create pricing pressure
• Avoid teaching customers that persistence earns discounts
• Introduce price with confidence and transparency
• Reduce surprises late in the sales process
• Structure proposals that communicate value clearly
• Identify mistakes that encourage discount requests
• Understand what buyers may mean when requesting a lower price
• Recognize different categories of concessions
• Trade value instead of giving benefits away
• Protect margins without becoming confrontational
• Respond to competitive threats and walk-away language
• Manage requests for additional features or better terms
• Use volume, payment timing, commitment, and deal timing together
• Handle difficult buyer situations calmly
• Turn negotiation into a repeatable sales skill
• Preserve relationships after an agreement is signed

What’s Included in Four Levers Negotiating?

The Complete Negotiation Course

Individual enrollment provides lifetime access to Todd Caponi’s full Four Levers Negotiating course.

The lessons connect the selling and negotiation processes, helping representatives prepare pricing and trade-offs before the final conversation begins.

Pricing and Proposal Strategies

Learn how to present your price without apologizing, hedging, or overexplaining.

This section also covers proposal structure and how earlier decisions can either prevent or create discount pressure later in the deal.

Trade Instead of Cave Framework

The course explains how to respond when a customer requests a discount, added service, longer payment terms, or another concession.

Rather than giving something away, sellers learn to connect concessions to changes in one or more of the four levers.

Templates and Worksheets

Members receive more than 10 templates and worksheets focused on:

• Value
• Risk
• Timing
• Trade-offs
• Pricing
• Proposal preparation

These resources are designed for immediate use inside an existing B2B sales process.

Real Negotiation Scenarios

The program includes over 15 negotiation scenarios and roleplays.

Members can observe the language, tone, timing, and body language used during pricing discussions and challenging buyer situations.

Team Training Option

Organizations purchasing at least 10 seats can request custom pricing.

The advertised team package includes access to every 30MPC course, a dedicated enablement manager, tailored company playbooks, manager coaching rhythms, scorecards, accountability systems, and meeting structures.

Who Is This Negotiation Course For?

The program may suit:

• B2B sales representatives
• Account executives
• Sales managers and leaders
• Customer-success teams handling renewals
• Sales enablement professionals
• Founders negotiating business deals
• Enterprise and SaaS sales teams
• Sellers struggling with discount pressure
• Representatives protecting commissions and margins