Todd Caponi, CSP® | Sales Melon
Who Is Todd? What Does He Do? What Doesn’t He Do?
For as long as I can remember, I’ve been enamored by behavioral and decision science research.
When you combine that passion with my interest in sales methodology, sales history, and learning theory, it has opened the door to simple yet effective solutions for everyday challenges in sales, leadership, and learning.
So, that’s what I do: I speak, teach, advise, and write with the goal of elevating the sales profession, while also making the B2B buying experience more confident and frictionless for everyone involved.
What is your primary focus? I spend most of my client time delivering keynotes for kickoffs and events, along with delivering workshops focused on helping revenue teams with three issues: protecting value in negotiations, rebuilding messaging and/or presentations around how buyers decide, and helping revenue leaders establish a consistent operating framework.
Who do you typically work with? The majority of my clients are mid-sized to large organizations (with revenues exceeding $20M), and I partner with their revenue teams across sales, marketing, customer success, and revenue operations.
What problems do you solve? By applying true clinical empathy to how we, as humans, engage, prioritize, decide, and buy, we can significantly shorten sales cycles, improve win rates (while letting go of the deals you were going to lose anyway – but faster), and build stronger trust and advocacy with customers.
The Four Levers Negotiating program builds trust through the goal-line of your deals, quickly raises deal and long-term customer value (i.e., reducing discounting), shrinks end-of-cycle time, and improves forecast accuracy.
In revenue leadership, implementing a scientifically optimized framework built on transparency not only drives the key revenue metrics that matter but also enhances employee engagement, performance, retention, and time-to-hire.
And, while I may be biased, we can do all of this in a way that’s both fun, thought-provoking, and immediately actionable.
What don’t you do? My client engagements are primarily focused on optimizing your messaging, positioning, negotiations, and revenue leadership. While I do have insights on improving top-of-funnel prospecting and outreach, there are others who specialize in that area. Feel free to reach out for recommendations. Additionally, I do not offer 1-on-1 consulting.
Questions? Please Feel Free To Reach Out!
Questions? Please Feel Free To Reach Out!
7x Sales Leader | Former VP of WW Sales of the Year | Nerd
What do you do?
I help revenue teams sell, negotiate, and lead more effectively, aligning each with how people actually make decisions.
Through keynotes, workshops, and ongoing leadership programs, I bring the principles of The Transparency Sale, Four Levers Negotiating, and The Transparent Sales Leader to life.
That means helping teams improve how they message, position, and present their solutions; prepare for and navigate negotiations without defaulting to unnecessary discounts; and equip revenue leaders with practical frameworks for coaching, forecasting, communicating, and building consistently high-performing teams.
Everything is designed to be engaging, memorable, and immediately useful—creating the kinds of “aha” moments that change what people do when they return to work.
Who am I?
I’m Todd Caponi, the author of The Transparency Sale, which was ranked by Book Authority as one of the greatest sales books of all time, and The Transparent Sales Leader, a multiple award-winning book, and Four Levers Negotiating. I’m a seasoned C-level sales leader with a deep passion for behavioral science and sales history, having led at two companies through successful exits.
Currently, as Principal of Sales Melon LLC, I work with revenue organizations and their leaders, teaching them how to leverage transparency and decision science to maximize their revenue potential.
What is the CSP®, and Why Does It Matter?
In 2024, I earned the Certified Speaking Professional® designation – the highest earned designation in the professional speaking industry. Unlike an award based on a single keynote or demo reel, the CSP® is earned through years of consistently delivering for clients, operating a successful speaking business, and demonstrating excellence both on and off the stage.
The qualification process required documented proof of more than 250 paid presentations over at least five years, meeting established business revenue standards, and evaluations from 20 verified client references. My keynote work was also reviewed and scored by a panel of professional peers, and I completed required professional-development hours, ethics coursework, and an exam—which, as someone who has never considered himself a great test-taker, was no small feat.
Fewer than 500 active speakers worldwide hold the CSP® designation. For clients, it provides added assurance that they are working with a speaker whose platform skills, professionalism, client results, business practices, and ethical standards have all been independently verified.
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What Todd’s Clients Are Saying
Kyle Himmelwright
You were the voted the most interesting/impactful/valuable presenter of the 2-day kick-off by an overwhelming margin. One of our salespeople, who has been in sales for 30 years, said that you were the best speaker he has seen in his career.
Jeff Rosset
Mike Cabot
Todd’s approach to being real and transparent is SO refreshing as a sales strategy. Not only is this the right way to behave as a human being, but it’s also a much more effective way to sell.
Vince Panozzo
What’s incredible about Todd is that you can give him a few ideas for a session and he creates an entire framework with engaging, impactful content. Everyone walks away from sessions feeling like they learned a ton and laughed a lot. Todd is the only person I know who is talking about authentic, transparent sales.
