In this episode of Sales Talk for CEOs, Alice Heiman sits down with Todd Caponi, sales historian and author of The Transparency Sale, to explore the forgotten history of sales and why understanding it could completely change how your company grows revenue.

We’ve moved from serving buyers to selling at all costs and it’s hurting your sales team, your customer relationships, and your bottom line. Todd takes us back to the early 1900s, when trust, service, and even high school sales classes were the norm.

What CEOs will learn:

• How sales was once respected, admired and taught in schools
• When and why we moved from service to high-pressure tactics
• What today’s sales orgs can learn from 100-year-old best practices
• Why “buyers know more now” isn’t new and never was

Todd brings powerful historical context, rare quotes, and practical examples that challenge how modern sales is built.

🤝 Connect With…

Todd Caponi

• Website: toddcaponi.com
• LinkedIn: Todd Caponi
• Podcast: The Sales History Podcast
• @SalesHistorian https://instagram.com/saleshistorian/ 
• The Transparency Sale on Amazon: https://amzn.to/2BxenrF
• The Transparent Sales Leader on Amazon:  https://www.amzn.com/1646870646

📘 Preorder Todd Caponi’s New Book - The Four Levers of Negotiating

Out January 27, 2026

Learn how to stop discounting by default and start leading pricing conversations with clarity and confidence.

Todd’s Four Levers, Volume, Payment Timing, Commitment Length, and Deal Timing, help sellers create win-win outcomes without racing to the bottom.

Alice Heiman

• Website: aliceheiman.com
• LinkedIn: Alice Heiman