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 Too often, sellers tense up, change their tone, and fall back into outdated tactics—but today's guest on Closing Time says there's a better way.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. Watch the episode on YouTube.   Want expert advice delivered monthly to your inbox? Subscribe to the Closing Time newsletter to never miss an episode: https://bit.ly/3C5aZUw   Connect With:  • Todd Caponi: Todd's Four Levers Negotiation book // LinkedIn • Val Riley: LinkedIn  • Insightly's Website // Unbounce's Website // LeadsRx's Website