The Transparency Sale: How Unexpected Honesty and Understanding the Buying Brain Can Transform Your Results

The Transparency Sale: How Unexpected Honesty and Understanding the Buying Brain Can Transform Your Results

by Todd Caponi


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The future of sales is radically transparent. Are you ready for it?

Buyers today have knowledge at their fingertips and most of their information gathering will routinely happen before you even walk through the door or get them on the phone. Armed with information, their guard is up – and they are skeptical.

Today, anyone buying anything relies on reviews and feedback shared by strangers and often trust those anonymously posted experiences more than the claims made by the providers of the products or services themselves. They expect to see the full picture and find out all of the pros and cons before making any purchase. And the larger the purchase, the greater the demand for transparency.

What if the key to selling was to do exactly the opposite of what most sales courses tell you to do?

It may be hard to imagine, but something as counterintuitive as leading with your flaws can result in faster sales cycles, increased win rates, and makes competing with you almost impossible. Leveraging transparency and vulnerability in your presentations and your negotiations leads to faster buyer consensus, larger deals, faster payments, longer commitments and more predictable sales forecasts.

In this groundbreaking book, award winning sales leader Todd Caponi will reveal his hard-earned secrets for engaging potential buyers with unexpected honesty and understanding the buying brain to get the deal you want, while delighting your customer with the experience.

Product Details

ISBN-13: 9781940858807
Publisher: Ideapress Publishing
Publication date: 11/13/2018
Pages: 175
Product dimensions: 6.10(w) x 9.10(h) x 1.30(d)

About the Author

An award winning sales leader, Todd Caponi's passion is for all things sales methodology, learning theory, and decision science. His expertise is in building the revenue capacity for technology companies, having served in senior leadership roles, helping one organization to a successful IPO followed by an exit valued at almost $3B, won the American Business "Stevie" Award for VP of WW Sales of the Year, and is also a former owner / operator of a sales training and consulting company. He resides just outside of Chicago in Palatine, Illinois.

Table of Contents

Introduction i

Section 1 Transparency Redefined

Chapter 1 The Brain and Decision Making 11

Chapter 2 Buyer Empathy 23

Chapter 3 Why Doing It Right Matters - The Results Formula 31

Chapter 4 Why Change, Why You, Why Now? 39

Section 2 Why Change?

Chapter 5 Email Prospecting 51

Chapter 6 Positioning 71

Chapter 7 Mutual Decision Plans 85

Section 5 Why You?

Chapter 8 Presenting 95

Chapter 9 Empowering References 119

Section 4 Why How?

Chapter 10 Transparent Negotiations 125

Chapter 11 Negotiating Terms & Conditions 137

Section 5 Why Stay, Buy More ? Advocate?

Chapter 12 Post-Purchase Interaction 145

Chapter 13 Client Success 149

Bonus Chapter

Chapter 14 Transparency Applied to 161

Afterword: The End of Lying? 173

Acknowledgments 179

Reading List 183

Author Bio 185

Index 187

Customer Reviews