The Sales History Podcast

Todd Caponi
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Bringing the incredible (and sometimes strange) brains from the profession of sales' past to the 2020's - from Todd Caponi, author of Four Levers Negotiating (Out January 27th, 2026), The Transparency Sale & The Transparent Sales Leader.

  1. The Salesman Who Lacked Courage - A Negotiating Story from 1907

    DEC 18

    The Salesman Who Lacked Courage - A Negotiating Story from 1907

    Send us a text Anxiety in negotiating is timeless. In this episode, I tell a story written in 1907 about a salesperson who lacked courage as it relates to delivering and negotiating price. It has so many lessons that are still so applicable today. This 115+ year old problem matters more today than ever. Today, we're still treating negotiating like it's the peak of the selling engagement, versus the early milestone it truly is. We are taught to defend, explain, and concede, eroding trust right at the goal line instead of negotiating on a sound foundation that builds trust. If negotiation feels like the moment everything goes sideways, this episode will help you understand why and how to change it. COMING IN JANUARY OF 2026 - Four Levers Negotiating - chock full of history quotes, too...pre-order now.  @saleshistorian on Instagram - daily quotes, pics & comics from the past (and can also be found @saleshistorian on X, too) The Transparent Sales Leader - The book on revenue leadership includes several quotes and lessons from past sales. The Transparency Sale - the first book, (ironically) named one of the top 100 sales books of all time. Support the show

    17 min
  2. The Most Significant Sales Keynote In History

    NOV 13

    The Most Significant Sales Keynote In History

    Send us a text Picture this. A sales conference featuring the then-sitting president of the United States as the keynote speaker. It happened in July of 1916.  It wasn’t because the president had nothing going on that day, happened to be in town, and decided to swing by.  A world war was raging in Europe. What we now know as World War 1. It was because Woodrow Wilson had an important message for the sales world that day. It was the United States' opportunity to establish itself as a world superpower…and it depended largely on salespeople to make it happen. He had four lessons he wanted every salesperson to hear clearly and embrace.  It was the most significant sales keynote speech of all time… these are the lessons. @saleshistorian on Instagram - daily quotes, pics & comics from the past (and can also be found @saleshistorian on X, too) The Transparent Sales Leader - The book on revenue leadership includes several quotes and lessons from past sales. The Transparency Sale - the first book, (ironically) named one of the top 100 sales books of all time. COMING IN JANUARY OF 2026 - Four Levers Negotiating - chock full of history quotes, too...pre-order now.  Support the show

    14 min
  3. How Legislation Has Shaped the Sales Profession More Than Technology

    OCT 30

    How Legislation Has Shaped the Sales Profession More Than Technology

    Send us a text This may sound crazy, but I truly believe that government legislation has had a larger impact on changing the sales profession than has technology or the proliferation of information available to buyers.  Legislation changed things more significantly. Legislation changed things faster.  The sales profession has consistently pushed the boundaries since the 19th century, driven by greed, and it is the government that has created the rules by which we've all had to play. In this episode, I take you through those significant pieces of legislation and how they immediately and wholly changed the way we sell.  (Lots of research went into this episode...hope you enjoy it!) @saleshistorian on Instagram - daily quotes, pics & comics from the past (and can also be found @saleshistorian on X, too) The Transparent Sales Leader - The book on revenue leadership includes several quotes and lessons from past sales. The Transparency Sale - the first book, (ironically) named one of the top 100 sales books of all time. COMING IN JANUARY OF 2026 - Four Levers Negotiating - chock full of history quotes, too...pre-order now.  Support the show

    24 min
  4. 225 Years of Evolving Sales Personas

    OCT 16

    225 Years of Evolving Sales Personas

    Send us a text "The selling methods of any period grow out of the economic situation of the time." - H.K. Nixon, Principles of Selling, 1931 Looking back over the past 225 years, the prominent persona in the sales profession has moved from the Peddler to the Drummer to the Confidence Man, then swung back and forth between "high pressure" sales versus the true "service" salesperson. In this episode, we explore the personalities and personas since the early 1800s, understanding what drove those shifts, and how to think about the future required sales personas. @saleshistorian on Instagram - daily quotes, pics & comics from the past (and can also be found @saleshistorian on X, too) The Transparent Sales Leader - The book on revenue leadership includes several quotes and lessons from past sales. The Transparency Sale - the first book, (ironically) named one of the top 100 sales books of all time. COMING IN JANUARY OF 2026 - Four Levers Negotiating - chock full of history quotes, too...pre-order now.  Support the show

    16 min
  5. The 100-Year Sales Echo: Repeating History, and What Happens Next?

    OCT 2

    The 100-Year Sales Echo: Repeating History, and What Happens Next?

    Send us a text In March of 2022, I released an episode of this podcast called "Using History To Predict - The Future of Sales", as we had been repeating the 1920s. Here we are over 3 1/2 years later, and so far, it's been right on!  In an article I found from 1921, the writer describes in striking detail what was happening at the time, coupled with profound advice and guidance on how to prepare for what's to come. In this episode, I walk you through the overlap, share paragraphs from the article, and help you predict the next few years. I'm no Nostradamus, but history repeating is batting almost a perfect 1.000! @saleshistorian on Instagram - daily quotes, pics & comics from the past The Transparent Sales Leader - The book on revenue leadership includes several quotes and lessons from past sales. The Transparency Sale - the first book, (ironically) named one of the top 100 sales books of all time. COMING IN JANUARY OF 2026 - Four Levers Negotiating - chock full of history quotes, too...pre-order now.  Support the show

    15 min
  6. The First National Salesforce: How Cooke’s Sales Army Saved the Union

    SEP 18

    The First National Salesforce: How Cooke’s Sales Army Saved the Union

    Send us a text You’ve heard about Abraham Lincoln. You’ve heard about Ulysses S. Grant. They’re credited with putting down the rebellion during the Civil War. But there was a forgotten sales master who may have been just as important.  “If ever there should be a Salesmen’s Hall of Fame, one of the first pedestals must be reserved for Jay Cooke.” - Ads and Sales, Herbert Newton Casson, 1911 In this episode, we explore the story of the "first national sales campaign" and the story of the unsung hero who, without his go-to-market sales strategy, the United States might look completely different today. @saleshistorian on Instagram - daily quotes, pics & comics from the past The Transparent Sales Leader - The book on revenue leadership includes several quotes and lessons from past sales. The Transparency Sale - the first book, (ironically) named one of the top 100 sales books of all time. COMING IN JANUARY OF 2026 - Four Levers Negotiating - chock full of history quotes, too...pre-order now.  Support the show

    17 min
  7. Early 1900s Sales Hiring: Timeless, or Taboo?

    SEP 4

    Early 1900s Sales Hiring: Timeless, or Taboo?

    Send us a text We believe we know today the traits it takes to be a successful salesperson, but do we? In the early 1900s, while many of the thoughts were the same as today, there was some "off-limits" thinking as well. In this listener-inspired episode, I break down many of the ideas from a hundred years ago about sales hiring, including an exploration of the age-old introvert versus extrovert debate, and some of the wilder criteria. @saleshistorian on Instagram - daily quotes, pics & comics from the past The Transparent Sales Leader - The book on revenue leadership includes several quotes and lessons from past sales. The Transparency Sale - the first book, (ironically) named one of the top 100 sales books of all time. COMING IN JANUARY OF 2026 - Four Levers Negotiating - chock full of history quotes, too...pre-order now.  Support the show

    24 min
  8. Beyond a Reasonable Doubt: Sales Hasn’t Changed

    AUG 21

    Beyond a Reasonable Doubt: Sales Hasn’t Changed

    Send us a text In this, the 50th episode of The Sales History Podcast, I step into the role of prosecuting attorney to put one bold claim on trial: that the sales profession has changed dramatically in the past decade. My case? The evidence shows otherwise. Drawing on over 140 years of books, magazines, and other artifacts, I attempt to prove that the foundational principles of selling are the same today as they were over 100 years ago. Decide the verdict for yourself. @saleshistorian on Instagram - daily quotes, pics & comics from the past The Transparent Sales Leader - The book on revenue leadership includes several quotes and lessons from past sales. The Transparency Sale - the first book, (ironically) named one of the top 100 sales books of all time. COMING IN JANUARY OF 2026 - Four Levers Negotiating - chock full of history quotes, too...pre-order now.  Support the show

    22 min
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About

Bringing the incredible (and sometimes strange) brains from the profession of sales' past to the 2020's - from Todd Caponi, author of Four Levers Negotiating (Out January 27th, 2026), The Transparency Sale & The Transparent Sales Leader.

Information

  • Creator
    Todd Caponi
  • Years Active
    2021 - 2025
  • Episodes
    57
  • Rating
    Clean
  • Copyright
    © 2025 The Sales History Podcast
  • Show Website
    The Sales History Podcast