Episode 55: Negotiating Renewals Without Giving Away the Farm: Todd Caponi’s Four Levers

Negotiation doesn’t have to feel like a hostage scene. In this episode, Alex Raymond sits down with Todd Caponi, sales expert and author of the upcoming book “Four Levers Negotiating,” to reframe how account managers approach renewals and upsells. Introducing his “Four Levers” framework (volume, timing of cash, length of commitment, and deal predictability), Todd explains how anchoring conversations on these drivers creates a sound basis for pricing. The result: fewer discounts, stronger margins, and more trust with customers.

This episode touches on the mindset shifts account managers need to make, from avoiding “easy gives” that erode credibility to introducing small amounts of friction that increase customer commitment. They also cover strategies for coaching champions to negotiate internally and how to stay consistent when procurement enters the process. By practicing these techniques, account managers can protect revenue, build stronger business relationships, and reduce the stress that comes with last-minute concessions.

Episode Breakdown:

00:00 Negotiation Doesn’t Have to Be a Hostage Scene

01:18 The Four Levers Framework

03:58 Why Traditional Tactics Fail and Erode Trust

05:14 Establishing a Sound Basis for Pricing

06:59 Trade on Value, Not Price (Timing, Scope, Terms, Payment)

10:21 Stop the “Easy Gives” That Invite More Concessions

12:54 When to Introduce the Timing Lever

15:06 Coach Your Champion to Negotiate Internally

19:30 Handling Procurement Without Losing Margin

24:53 Non-Monetary Tradeoffs That Protect Profit

28:38 Consistent Pricing and Better Forecast Accuracy

31:55 Action Steps: Start Using the Four Levers

Connect with Todd Caponi:

Visit Todd’s Website

LinkedIn

Connect with Alex Raymond:

Visit AMplify

LinkedIn

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