• Todd Caponi

    Sales & Science Amalgamator | Sales Historian | Award Winning & Best-Selling Author

  • Biography

    2020 Best "Sales & Marketing" Book - National Indie Excellence Awards

    2020 Best "Sales & Marketing" Book - Independent Press Awards

    2019 Best "Sales" Book - American Book Awards

    Todd Caponi fell into sales, then fell in love with the decision science surrounding it.


    He turned that into a career encompassing multiple sales leadership roles, including building the revenue capacity of one tech company from the ground-up into Chicago’s fastest-growing, another where his efforts helped drive the organization to a successful IPO followed by an acquisition worth almost $3B, and another where his turnaround efforts were rewarded with the American Business “Stevie” Award for Worldwide Vice President of Sales of the Year.


    His first book, The Transparency Sale, has earned international best-seller status and has won three best sales book awards.


    He now speaks and teaches revenue organizations on leveraging transparency and decision science to maximize their revenue capacity. And his next book, The Transparent Sales Leader, is planned for February of 2022.

  • Testimonials

    Unsolicited Feedback and Endorsements

  • Speech Topics

    Transparency Sells Better Than Perfection.

    And, due to the proliferation of reviews & feedback on everything we do, buy and experience, we now have to do it anyway!

    It's no surprise, but when a website is acting as a salesperson, we all read reviews today. However, what may be a surprise is that 82% of us skim past the 5-star reviews, and prefer to read the negative reviews first - the 4's, 3's, 2's and 1's. Across all product categories, the optimal product review score for conversion (i.e., a sale) is between a 4.2-4.5.


    In other words, a 4.2 sells better than even a product that has nothing but 5-star reviews.


    Imperfection sells better than perfection.


    I went on a journey to find out why - and quickly discovered the behavioral science behind how we, as human beings, make decisions; how we engage, prioritize, decide and buy.


    It doesn't matter whether it's a website acting as the salesperson, or a human being in a business-to-business setting, when we embrace transparency and actually lead with our solution's shortcomings, sales cycles accelerate, win rates rise, we qualify IN opportunities we should win, and qualify OUT the deals we're likely to lose anyway - only faster.


    Transparency sells better than perfection - and due to the proliferation of reviews & feedback on everything we do, buy and experience, we now have to do it anyway. This talk shows you how.

    Transparent Negotiating.

    Erode trust at the goal line no more. A simple negotiation framework to maximize deal values, reduce discounting, improve deal predictability, and build trust!

    Have you ever felt like learning to negotiate takes an entirely different personality than that required to aid the buyer through the rest of their decision making journey? We build trust, build a relationship, then when the customer says "yes", we start lying...using negotiation techniques taught in hostage negotiation classes.

    We're not negotiating the release of hostages - it doesn't have to be that hard.


    In today's environment, we're also dealing with every executive's priority - extending their runway. They will still buy, but it will be focused on the essentials. And when they do buy, they will coming harder and stronger.


    There has never been a more important time to have a simple, easy-to-implement framework for how you present, propose and negotiate pricing.


    There has never been a more important time to ensure you're also building and maintaining trust right through the goal line, and making the buying journey as effortless as possible.


    Negotiating price doesn't have to be any different.

    The "Makeover" Presentation Choreography

    Combining behavioral science with simple application, an easy way to reorder your presentations to not only tell a great story, but compel your listeners to action.

    Logic is polarizing to the human brain. We see it every day in politics, in the opinions of how we should be adjusting to this pandemic, and we see it in sales.


    Leading your presentations with data, ROI, stats and figures does not work - not in times of uncertainty, and not ever.


    We all make decisions using feelings and emotions.


    The typical we-we-we presentation starts with logic - the mission statement, awards, locations, products and the dreaded NASCAR logo slide. Given what we now know about how our brains engage, this must be changed.


    In this session, we’ll explore why a typical presentation doesn’t work, and how to choreograph your sales presentations like a reality makeover TV show - to not only tell a great story, but compel the audience to action.

    The History of "Modern" Sales

    The last 140 years has seen an explosion in the profession of sales. This talk tells the not-so-obvious stories of the history of our profession - the good, the bad & the weird.


    Sales has a sordid past. On Gallup's annual list of most-to-least trusted professions, sales typically resides near the bottom, just ahead of Senators and Members of Congress.




    In this talk, Todd tells the interesting, funny and weird stories that make up the modern history of sales - including stories about the hard-drinking and back-slapping "Drummers" who ruled the sales world in the 1800's; Snake Oil "Medicine Men" implementing some amazing techniques to drive sales into the early 1900's, and how even the President of the United States banked on the sales profession to drive the US economy in the 1910's.


    Todd also tells the amazing stories of whether the Father of American Literature, Mark Twain, was also the pioneer of sales enablement and training - the hilarity of Phrenology in sales, random sales philosophies and methodologies over the years, and how technology has accelerated the need to evolve rapidly.


    Buckle up for Todd's review of the true history of sales, chock full of goodness & weirdness.

    How Transparency & Clinical Empathy Can Be Your Sales Superpower

    Combining Behavioral Science With Specific Actions To Drive Results NOW

    Consensus selling is hard. With everyone now working remotely, consensus buying just became even harder. And, given that when making a decision, our brains subconsciously stack the deck towards the easier path, your “up-market” buying journey won’t work in a “down-market”.


    There’s good news!


    Using the behavioral science of transparency and clinical empathy, we can stack the deck back in our direction. In this session, we’ll explore ways how to optimize your selling approach to optimize for today’s buying brain.


    Attendees will walk away from this session with a foundational understanding of decision making, relatability with the concept of "Remote Buyer Bias", easy-to-implement steps to adjust your messaging, and a path to optimize the buying journey.

    Transparent Sales Leadership

    Combining behavioral science with simple application, an easy framework to optimize the engagement & performance of your sales team - especially when they're remote!

    With so much uncertainty all around us, how do you, as a leader, ensure your team has as much support, engagement and success as possible?


    The phrase, "salespeople are coin-operated" is true - if you're doing it wrong.


    When variable compensation becomes the reward for doing the work your team is passionate about instead of the motivator, everyone wins.


    Using the latest research in behavioral science and leadership, this session will teach you a framework for optimizing the "Six F's of Sales Engagement" - where your team will love what they do, who they do it for, who they do it with, stay, perform, and tell their friends.

All Posts

Last updated November 08, 2019  

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We will only keep your personal information for as long as it is necessary for the purposes set out in this privacy notice, unless a longer retention period is required or permitted by law (such as tax, accounting or other legal requirements). No purpose in this policy will require us keeping your personal information for longer than __________.  

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