B2B Growth: Your Guide to B2B Marketing

Traditional sales teaching is quickly becoming stale and obsolete. Customers these days are inundated with reviews and armed with cognitive bias — and they’re becoming immune to old-fashioned sales patter.

What if the way forward is to sell with transparency? As counterintuitive as it may seem, leading with honesty and embracing your flaws fosters an emotional response from your buyers, develops trust, and increases sales organically.

Energetic host John Grispon discusses these revolutionary ideas and more with today’s guest, Todd Caponi, author of the absolutely fascinating emotional sales manual, The Transparency Sale: How Unexpected Honesty and Understanding the Buying Brain Can Transform Your Results.

Here’s a sneak peek:

  • “The second the buyer’s brain senses insincerity, ineptitude, or inconsistency, their brain’s ‘uh-oh’ alarm will sound off subconsciously.”
  • Leading with your product’s minor issues empowers buyers to make a more informed purchase, which leads to a genuine emotional connection.
  • Caponi uses new research in neuroscience to develop sales techniques more aligned with the human brain.
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