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Episode #128: The Transparency Sale with Todd Caponi

In This Episode of The Buyer’s Mind with Jeff Shore:

Todd Caponi talk through the concept of sales through transparency.  Does your product or service have a flaw? Do you think your customer hasn’t researched that online already? Why try to hide things? It’s easier to help your customer when you’re transparent.  Your customer appreciates it. You weed out the non-buyers quicker. Ultimately, transparency leads to the sale. Discover how, in this episode of The Buyer’s Mind.

Topics we’re going to cover on today’s podcast:

[1:02] We do things well at Shore Consulting, but what don’t we do?

[4:51] What is a sales philosopher?

[7:56] What qualifies Todd to talk about transparency in sales?

[11:32] Leading with your flaws is counter-intuitive

[15:06] Why does it work?

[18:41] How does it work in practice?

[25:10] Transparency is the link to trust


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More about our guest Todd Caponi:

The author of The Transparency Sale, Todd was most recently the Chief Revenue Officer of Chicago’s PowerReviews, building the revenue capacity from the ground up. He turned it into what Deloitte recently named the fastest growing tech company in the entire state of Illinois during his tenure.

Prior to PowerReviews, Todd was on the sales leadership team at ExactTarget, who he helped to a successful IPO followed by an exit via acquisition by Salesforce.com for > $2.5 BILLION.

Todd is also a winner of the American Business “Golden Stevie” Award for VP of WW Sales of the Year during his tenure at Right Hemisphere (who successfully exited to SAP), and he’s also a former owner / operator of a sales training organization.

Links from today’s podcast:

Todd Caponi


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About the Author: Jeff Shore

Jeff Shore

Jeff Shore is the Founder and President of Shore Consulting, Inc. a company specializing in field-tested and proven consumer psychology-based sales training programs.

Jeff is a top-selling author, host of the popular sales podcast, The Buyer’s Mind, and an award-winning keynote speaker. He holds the prestigious Certified Speaking Professional designation from the National Speakers Association and is a member of the NSA’s exclusive Million Dollar Speaker’s Group.

With over 30 years of real-world, frontline experience, Jeff’s advanced sales strategies spring from extensive research into the psychology of buying and selling. He teaches salespeople how to climb inside the mind of their customers to sell the way their buyers want to buy. Using these modern, game-changing techniques, Jeff Shore’s clients generated over $30 billion in sales last year.