Better Pricing in B2B Negotiations with Todd Caponi (Episode 279)

Sep 8, 2026

In today’s episode, you’ll discover:

1. What it means to change personalities in a business transaction right at the goal line,
2. What’s broken about how most companies handle deal negotiation, specifically discounting.
3. The Four Levers: where they come from, and why they are universal.

To support these three takeaways, I chose a quote from Jacob Lew:

“The most critical thing in a negotiation is to get inside our opponents’ heads and figure out what he really wants.”

About Todd Caponi:

Todd Caponi, CSP® is a multi-time C-Level sales leader, a behavioral science and sales history nerd, and has led through two companies with successful exits. He now speaks and teaches revenue organizations and their leaders on leveraging transparency and decision science to maximize their revenue capacity as Principal of Sales Melon LLC. He’s the author of two previous award-winning books, The Transparency Sale and The Transparent Sales Leader. His newly released book is Four Levers Negotiating: The Simple, Counterintuitive Way to Higher Deal Values and Lasting Trust.

How to Get in Touch with Todd Caponi:

Website: http://toddcaponi.com/

Email:  [e-mail]

Podcast: https://toddcaponi.com/podcast/

Stalk me online!

Linktr.ee: https://linktr.ee/conniewhitman

Communication Style Assessment (CSA)™: https://changingthesalesgame.mykajabi.com/communication-style-assessment

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