Transparency Wins More Deals with Todd Caponi

Todd Caponi, bestselling author of The Transparency Sale and now The Transparent Negotiation , joins to talk about what sellers and leaders are still getting wrong about closing deals. He breaks down the four key levers every negotiation hinges on, and why transparency, when used right, is your strongest closing strategy. From reframing discounts as a payment for revenue predictability to exposing how fake deadlines and end-of-month pressure tactics actually kill pipeline momentum, Todd shares how to negotiate with integrity, speed, and trust . Plus, there are some hilarious history lessons along the way involving sweaters, cheeseburgers, and sales tactics from the 1800s that still (shockingly) show up in boardrooms today. Whether you’re a frontline seller tired of price-pushing or a CRO trying to build a high-trust revenue engine, this episode will give you modern, actionable negotiation strategies that actually work. Connect with John on LinkedIn: Connect with John on IG: Check out John's Membership: Join John's Newsletter: Connect with Todd on LinkedIn: Check out Todd's Website: Get Todd's Book "Four Levers Negotiating" Here: Visit the "Four Levers Negotiating" Website Here: Check out Todd's Podcast "The Sales History Podcast" Here:

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Transparency Wins More Deals with Todd Caponi is an episode from Make It Happen Mondays - B2B Sales Talk with John Barrows by John Barrows.

This episode is 50:26 long.

This episode was published on Jan 19, 2026.

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