The Transparency Sale: How unexpected honesty and understanding the buying brain can transform your results
Do you read reviews before making a purchase on-line, downloading an app or even taking an Uber ride?
Studies show that almost 97% of us do. Do you seek out the negative reviews before making a purchase online? Studies show we almost all do that, too. Do you believe it when a product has a perfect 5.0 score? Research shows a product with a star rating of 4.2 to 4.5 sells / converts more often than a product with a perfect 5.0. Yes, you read that right! The human brain is wired to resist being “sold to”… it makes decisions based on feelings, and justifes those decisions using logic. The Challenger Sale was an evolution in sales resulting from information availability, with buyers having practically all of the information they need to make a purchase decision before ever consulting with you, the sales person.
The Transparency Sale is the next evolution. Today buyers now have easy access to our pros and cons, too, without ever consulting with a sales person. We’ve been taught to sell based on logic, and taught to position our product or service as a perfect 5.0. We’re surrounded by transparency, except for our approach to sales. That’s changing. Are you ready?
Todd Caponi fell into sales, then fell in love with the decision science surrounding it. He turned that into a career encompassing multiple sales leadership roles, including building the revenue capacity of one tech company from the ground-up into Chicago’s fastest-growing, another where his efforts helped drive the organization to a successful IPO followed by an acquisition worth almost $3B, and another where his turnaround efforts were rewarded with the American Business “Stevie” Award for Worldwide Vice President of Sales of the Year. His first book, The Transparency Sale, has earned international best-seller status and has won three best sales book awards. He now speaks and teaches revenue organizations on leveraging transparency and decision science to maximize their revenue capacity.