Why Buyers Don't Buy When They're Convinced — They Buy When They Can Predict with Todd Caponi (opens in new tab)

Todd Caponi is the author of The Transparency Sale, The Transparency Sales Leader, and The Four Levers of Negotiating. He advises revenue teams on decision science, transparency, and how buyers actually make decisions. In this episode, Todd challenges one of the biggest assumptions in business: that more information leads to better decisions. Drawing from buyer psychology and real-world sales research, he explains why buyers actively seek out negatives, why perfect pitches create skepticism, ...