Selling with integrity: Todd Caponi’s “The Transparency Sale”
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Selling with integrity: Todd Caponi’s “The Transparency Sale”

I just read my favorite sales strategy book of all time: The Transparency Sale: How Unexpected Honesty and Understanding the Buying Brain Can Transform Your Results, by Todd Caponi. When it comes to B2B sales strategy, fashions have been shifting for decades. But whether we’re supposed to form relationships, challenge people, sell solutions, or always…