112: Transparency in Sales with Todd Caponi Make It Happen Mondays - B2B Sales Talk with John Barrows

Author of "The Transparency Sale," Todd Caponi joins us this week to explore transparency in sales. Todd shares an amazing story of how he flipped an entire sales team's approach to selling in B2B by using complete transparency. Highlights include:
Transparency in negotiation
The SCARF model in sales
How to stop hoping the buyer doesn't spot your product's flaws
How to handle mentions of competitors with transparency