Why Transparency in Sales Outperforms Traditional Negotiation Tactics
January 27, 2026
In this episode of The B2B Revenue Executive Experience, host Cory Cotten-Potter is joined by Todd Caponi, Founder of Sales Melon, to discuss how transparency, behavioral psychology, and historical sales practices can transform your approach to selling, negotiating, and building lasting customer relationships.
Sales transparency in B2B sales has become a competitive advantage that accelerates deals, improves forecasting, and builds long-term customer trust.
In this episode of The B2B Revenue Executive Experience, host Cory Cotten-Potter is joined by Todd Caponi, Founder of Sales Melon, to discuss how transparency, behavioral psychology, and historical sales practices can transform your approach to selling, negotiating, and building lasting customer relationships.
Drawing on behavioral science, sales history, and real-world executive experience, Todd explains why buyers trust imperfection more than polished pitches, and how revealing trade-offs, pricing logic, and constraints actually increase win rates and deal velocity.
Todd Caponi is a seasoned C-level sales leader, author, sales historian, and one of 400 active Certified Speaking Professionals worldwide, as well as the founder of Sales Melon. He’s also the Chief Sales Historian and Nerd at The Sales History Podcast. Todd is also the author of The Transparency Sale, The Transparent Sales Leader, and the Four Levers Negotiating.
What You'll Learn:
What You'll Learn:
- Why sales transparency speeds up the sales process and improves buyer confidence
- How revealing downsides and trade-offs increase trust in B2B sales conversations
- Why fake urgency and discounting hurt pipeline management and forecasting
- How the “Four Levers Negotiating” creates a sound pricing basis without pressure
- Why buyers with more information actually need more guidance
GUESTS: Todd Caponi, Founder of Sales Melon
Want more insights on mastering the fundamentals of selling? Explore more episodes of The B2B Revenue Executive Experience where elite sales leaders share the systems, mindsets, and tools that drive consistent performance. 🎧 Browse all episodes
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Previous guests include: Eric Shaver, Managing Partner at Kensei Partners, Harry Spaight, Founder of the Selling with Dignity, Jeroen Corthout, Co-Founder at Salesfare
Check out our three most downloaded episodes:
- Episode 189: 5 Things CRM Software Should Help You Do w/ Jeroen Corthout
- Episode 299: How to Break the Used Car Salesperson Stereotype with Harry Spaight
- Episode 301: From Tech Sales to Business Conversation with Eric Shaver
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