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Being vulnerable is difficult for everyone, but it can be especially hard for businesses to embrace. They often think that vulnerability will take away their power. They’re convinced that being honest and authentic will limit their results. But being completely upfront with your customers actually maximizes your results.

With apps like Yelp and many of the retail sites showing reviews, we are truly in a “transparency age.” People will trust you more if they feel that they are being told the good and the bad. Humans’ brains are wired to automatically distrust people they feel are “selling” them something.

To dive deeper into the idea of transparency, I’ve brought on an award-winning sales leader, Todd Caponi. His expertise is in building the revenue capacity for technology companies. He has served in senior leadership roles, helped 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. Todd’s first book, The Transparency Sale, is available wherever books are sold.

To learn how to utilize transparency to create lifelong customers, download this episode now.


“Be forthright with what you’re not good at. It disarms the brain.” – Todd Caponi

Highlights –

  • According to one study, 85% of shoppers under the age of 65 seek out negative reviews before making a purchase.
  • Transparency sells better than perfection.
  • Presentation Choreography: show people that their problems are worse than they thought and need urgent help.
  • The reptilian brain loves false positives. We’re wired to resist influence.
  • It’s good to show good reviews and bad reviews so that customers don’t feel like you are lying to them. Be a “buyer sherpa.”
  • Tyra Banks coined the term FLAWSOME which means embracing your flaws but knowing you’re still awesome.

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  • Music by Jawn


Affiliate Links: Disclosure of Material Connection: Some of the links in the post above are “affiliate links”. This means that if you click on the link and purchase the item, I will receive an affiliate commission. Regardless, I only recommend products and services I use personally and believe will add value to my readers. I am disclosing this in accordance with the Federal Trade Commission’s 16 CFR, Part 255: “Guides Concerning the Use of Endorsements and Testimonials in Advertising.”