How Transparency Sells Better
Todd shares how a failed venture became his MBA, why buyers crave the negative, and the science-backed frameworks that help sales teams sell with honesty and win with trust.
What you’ll Learn:
Faster With Honesty – Why transparency sells better than perfection.
The Four Levers – How to negotiate with trust while protecting margins.
A Car Ride Breakthrough – How 20 minutes reshaped Todd’s career forever.
The Power of Imperfection – Why buyers read negative reviews before five stars.
Old Wisdom, New Wins – Lessons from 120-year-old sales books that still work today.
Spotlight Conversation
Discover how Todd’s research into buyer behavior led him to write The Transparency Sale and why admitting your weaknesses can actually close deals faster.
Questions Randall is Wondering After This Episode
Why don’t more sellers and/or more sales organizations embrace selling transparently?
What would change if every sales leader embraced transparency? How can I apply the Four Levers of Negotiation to daily life, not just sales?
Why aren’t more leaders looking back at history to guide the future?
Memorable Quotes
"It's easy to focus on the glamorous side of running a business, but success also depends on unglamorous work life cleaning, accounting and hauling trash. You have to respect the nuts and bolts for it all to hold together."
About the Guest
Todd Caponi
Award-Winning Author and Sales Historian
Award-winning Author of The Transparency Sale, sales historian, and keynote speaker.
Find Todd:
