30MPC – Negotiation Course 4 Levers Negotiating

Here’s What You Get:

At the center of the 30MPC – Negotiation Course 4 Levers Negotiating is Todd Caponi’s Four Levers Negotiating™ framework, which identifies four variables that can be traded during a negotiation: Volume, Timing of Cash, Length of Commitment, and Timing of the Deal. The framework is designed to turn negotiation from a last-minute price battle into a transparent, structured conversation where both sides exchange value.

What You’ll Learn

• The Four Levers Negotiating™ framework and how to apply it in B2B deals
• How to negotiate without immediately resorting to discounts
• How Volume can be used to create mutually beneficial pricing changes
• How Timing of Cash can affect the value of a deal
• How Length of Commitment can be exchanged for commercial concessions
• How Timing of the Deal can be used when both sides commit to a specific close date
• How to position pricing before negotiation pressure begins
• How to present proposals that protect your negotiating position
• How to respond when buyers ask for discounts or additional concessions
• How to recognize what a buyer is really asking for when they request a better price
• How to trade instead of cave when facing procurement pressure
• How to protect margins while maintaining trust with the buyer
• How to handle difficult negotiation scenarios and pricing objections
• How to bring all four levers together during the final negotiation

Course Framework

The course breaks negotiation into four core variables:

1. Volume — How much the customer is buying or committing to.

2. Timing of Cash — How quickly the customer pays and the financial value of payment timing.

3. Length of Commitment — How long the customer commits to working with the seller.

4. Timing of the Deal — The mutually agreed timing for completing the deal and providing greater forecasting certainty.

Rather than automatically responding to a discount request with a lower price, the framework encourages sellers to ask what they are receiving in exchange. Each concession can become a trade of value for value.

Key Modules

The New Rules of Negotiation
Understand why traditional negotiation tactics can create unnecessary discounting and friction, and learn the Four Levers approach.

How to Position Your Price
Learn how to introduce pricing clearly, avoid common pricing mistakes, and structure proposals before the negotiation becomes a problem.

Trade Instead of Cave
Learn how to respond to discount requests, identify different types of concessions, and exchange value without unnecessarily sacrificing margin.

Close Bigger Deals Without Losing Control
Bring the four levers together through practical scenarios, role plays, difficult buyer situations, and final negotiation conversations.

Who Is It For?

The course is primarily suited to B2B sales professionals, account executives, sales managers, revenue leaders, entrepreneurs, and anyone involved in high-value commercial negotiations.

It is particularly relevant for sellers who regularly encounter procurement negotiations, pricing objections, discount requests, contract-term negotiations, and last-stage deal pressure.

Course Format

The course is designed to be completed in under 5 hours, with 30MPC recommending that learners spread the material out and practice the concepts rather than simply binge-watch the training. It includes lifetime access, content updates, practical guides, templates, and examples designed to help sellers implement the framework in their sales process.