Todd Caponi, Principal of Sales Melon LLC and author of his new book “Four Levers Negotiating: The Simple, Counterintuitive Way to Higher Deal Values and Lasting Trust” joins Enterprise Radio.
This episode of Enterprise Radio is in association with the Author Channel.
Listen to interview with host Eric Dye & guest Todd Caponi discuss the following:
- What prompted you to write this book?
- When you write about the idea that we tend to change personalities in a business transaction right at the goal-line, what do you mean by that? Why is that no longer sustainable? (i.e., You say that at the most important moment in the sale, salespeople start lying. What do you mean by that?)
- What’s broken about the way most companies handle deal negotiating, and specifically discounting?
- Why does this matter so much more than it did 20 years ago?
- What are the Four Levers, where did they come from, and why are they universal?
- Why does transparency actually increase deal sizes?
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 (Matt Holt Books, Jan. 27, 2026).
Website: https://toddcaponi.com
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