Todd Caponi is the author of the best-selling book, The Transparency Sale. At his company, Sales Melon, he trains and speaks to some of the top companies around the world about how to use science and psychology to increase their sales. He's also a 7x sales executive and brings in a ton of great experience from his past roles.

In this episode, we talk about empathy, how people are wired to resist being sold, and why feelings drive your prospect's decision-making.

Connect with Todd on LinkedIn, check out the Transparency Sale here, and check out his website here.

Resources mentioned in the episode: