Todd Caponi – 30MPC Four Levers Negotiating Course

Description

Course Overview

 

Todd Caponi – 30MPC Four Levers Negotiating Course is a sales negotiation training program designed for sales professionals who want to develop a more structured approach to pricing conversations, buyer objections, concessions, and B2B deal negotiations.

Created by Todd Caponi in partnership with 30MPC, the course introduces the Four Levers Negotiating™ framework. The system is built around four variables that can be used during a negotiation: volume, timing of cash, length of commitment, and timing of the deal. The framework is designed to help sellers approach concessions as trades rather than simply reducing the price.

Negotiation is often one of the most challenging stages of a sales process because buyers may request discounts, additional features, different payment terms, longer decision periods, or other concessions. The 30MPC course focuses on creating a repeatable structure for handling these situations while keeping the negotiation transparent and connected to the overall value of the deal.

One of the central ideas in the course is understanding the Four Levers. The first lever is Volume, which relates to how much the buyer purchases. The second is Timing of Cash, which considers how quickly payment is made. The third is Length of Commitment, which relates to how long the customer commits to working with the seller. The fourth is Timing of the Deal, which considers the timing of the agreement and how it can support forecasting and planning.

The course also addresses pricing strategy. Instead of waiting until the final stage of a sales process to discuss price, the training explores how sellers can position pricing clearly and structure proposals before negotiations become difficult. The official course material includes lessons on presenting pricing, avoiding common pricing mistakes, and making the value of a proposal easier for buyers to understand.

Another major topic is handling discount requests. Buyers may ask for a lower price even when they are interested in purchasing. The Four Levers framework provides a way to respond by identifying what can be traded in exchange for a concession rather than automatically lowering the price. This approach connects discounts and concessions with other commercial variables within the deal.

The program also covers trade versus cave. When a buyer asks for something additional, sellers can consider what they receive in return. The course identifies concession categories and explores how sellers can respond to discount requests while maintaining the value and structure of the agreement.

Proposal structure is another important element. A well-structured proposal can make pricing and value easier to understand before the negotiation begins. The course explores how sellers can position their numbers and proposals in a way that reduces unnecessary confusion and creates a clearer foundation for the commercial conversation.

Todd Caponi also addresses difficult buyer situations and negotiation pressure. The course includes role plays and real-world scenarios designed to demonstrate how the Four Levers framework can be applied during challenging sales conversations. These examples can help learners understand how the framework works beyond theory.

The program is particularly relevant to B2B sales professionals because many business-to-business deals involve multiple commercial variables beyond the headline price. Payment terms, purchase volume, contract duration, timing, procurement requirements, and other considerations can all influence the final agreement.

The course also focuses on developing confidence and transparency in negotiation. Rather than presenting negotiation as a battle between buyer and seller, Todd Caponi’s framework positions it as a structured commercial discussion where both sides can identify the variables that matter to them.

For sales representatives, account executives, sales leaders, business development professionals, and other revenue professionals, the course can provide a practical framework for preparing for pricing conversations and responding to buyer requests.

The official 30MPC course is designed to be completed in under five hours, with the company recommending that learners spread the material over several weeks so they can practice individual concepts. 30MPC also states that purchased courses include lifetime access and future content updates to that course.

Todd Caponi – 30MPC Four Levers Negotiating Course therefore focuses on making negotiation a repeatable sales skill rather than an improvised conversation. By combining pricing strategy, proposal positioning, concession handling, the Four Levers framework, negotiation scenarios, and practical sales language, the course provides a structured introduction to modern B2B sales negotiation.

FAQs

Who is Todd Caponi?

Todd Caponi is a sales leader, author, speaker, and negotiation educator. He created the Four Levers Negotiating™ framework and teaches it through the 30MPC Negotiation Course.

What is the 30MPC Four Levers Negotiating Course?

It is a sales negotiation course focused on handling pricing pressure, concessions, proposals, and B2B negotiations using Todd Caponi’s Four Levers framework.

What are the Four Levers of Negotiating?

The four levers are Volume, Timing of Cash, Length of Commitment, and Timing of the Deal.

Who is this course for?

The course is designed primarily for sales professionals involved in B2B sales and negotiations, including sales representatives, account executives, sales leaders, and revenue teams.

Does the course teach how to handle discount requests?

Yes. The course specifically addresses pricing pressure and discount requests and teaches the concept of trading value rather than simply giving away discounts.

Does the course cover pricing strategy?

Yes. Pricing positioning, proposal structure, and handling pricing conversations are included in the course.

Does the course include negotiation examples?

Yes. The official course page describes role plays and real-world scenarios showing how the framework can be applied in difficult buyer situations.

How long does the course take?

30MPC states that its courses are designed to be completed in under five hours.

Does the course provide lifetime access?

According to 30MPC, purchasers receive lifetime access to the purchased course and its content updates.

Can this course guarantee better sales results?

No course can guarantee specific sales results. Outcomes depend on the learner’s sales environment, product, market, customers, implementation, and other factors.