Month: February 2020

Bizcast: Bits about books – In Conversation with Todd Caponi, author, The Transparency Sale

Based on a study by Northwestern University which showed that buyers trust a rating of 4.2 to 4.5 more than a perfect 5, Todd Caponi applied these same principles in B2B selling, with surprising results. His book, “The Transparency Sale”, embraces the idea of leading sales pitches with your flaws and handicaps, because buyers trust such pitches more.

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