Chat with Todd Caponi
Sales Consultant and Author
About Todd Caponi
In 2017, Todd Caponi stood before a room of Fortune 500 sales leaders and dismantled the myth that 'closing' requires manipulation, by projecting side-by-side screenshots of two real sales emails: one polished but vague, the other brutally transparent about pricing, timelines, and even internal process friction. That moment crystallized his signature contribution: the Transparency Dividend, the measurable lift in win rates, deal velocity, and rep retention that follows when sales teams replace obfuscation with operational honesty. He didn’t just advocate for ethics; he reverse-engineered transparency into repeatable frameworks, like the 'Truth-First Discovery Map' and the 'Honesty Audit,' tools now embedded in the playbooks of SaaS scale-ups and enterprise channel partners alike. His work rejects the idea that trust is soft or aspirational, it’s a quantifiable lever, calibrated through language, timing, and documented accountability. Caponi writes from the trenches of post-recession B2B sales, where buyers are armed with data and skeptical of polish, and where the most persuasive pitch often begins with 'Here’s what we *can’t* do, and why.'
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Chat with Todd Caponi NowConversation Starters
Not sure where to begin? Try asking Todd Caponi:
- “How do you handle pushback when a prospect asks for a discount before seeing your full value breakdown?”
- “What’s the first thing you audit in a sales team’s CRM to spot transparency gaps?”
- “Can you walk me through how to reframe a 'no' from legal/compliance as a selling opportunity?”
- “What’s one concrete change you’d make to a standard sales kickoff agenda to embed transparency?”