Todd’s Award Winning Book!

The Transparency Sale

The future of sales is radically transparent. Are you ready for it?
Today, anyone buying anything relies on reviews and feedback shared by strangers and often trust those anonymously posted experiences more than the claims made by the providers of the products or services themselves. They expect to see the full picture and find out all of the pros and cons before making any purchase. And the larger the purchase, the greater the demand for transparency.

What if the key to selling was to do exactly the opposite of what most sales courses tell you to do?
It may be hard to imagine, but something as counterintuitive as leading with your flaws can result in faster sales cycles, increased win rates, and makes competing with you almost impossible. Leveraging transparency and vulnerability in your presentations and your negotiations leads to faster buyer consensus, larger deals, faster payments, longer commitments and more predictable sales forecasts.

In this groundbreaking book, award winning sales leader Todd Caponi will reveal his hard-earned secrets for engaging potential buyers with unexpected honesty and understanding the buying brain to get the deal you want, while delighting your customer with the experience.

The Transparency Sale

How Unexpected Honesty and Understanding the Buying Brain Can Transform Your Results

  • The proliferation of reviews & feedback are changing the world of B2B selling – you can no longer hide your flaws and expect to get away with it.
  • And, according to the research, leading with your flaws & transparency is the fastest path to lasting trust.
  • In other words, regardless of reviews, it’s the right thing to do, having magical impacts on cycle lengths & win rates.

“This 2019 American Book Awards winner for “BEST BOOK: SALES”, and 2020 “BEST SALES & MARKETING BOOK” via both the Independent Press Awards and the National Indie Excellence Awards shows you how…

About the Author
Todd Caponi

An award-winning sales leader, Todd Caponi’s passion is for all things sales methodology, learning theory and decision science. His expertise is in building the revenue capacity for technology companies, having served in multiple senior leadership roles. In his last three, he helped build one into Chicago’s fastest-growing technology company, assisted another to a successful IPO followed by an exit valued at almost $3B, and won the American Business “Stevie” Award winner for VP of WW Sales of the Year with the third.


“Another change in the world of sales is coming, and it’s happening quickly. Transparency wins, and Todd provides the timeless foundation for leading you through this next evolution.”
Andy Kofiod

President, Global Field Operations , Databricks

“We’re on the verge of something new in B2B sales. Buyers have access to far more information than they have had in the past and the role of sales needs to evolve to meet their needs. Todd seamlessly illustrates how to prepare and succeed in this feedback-driven world — transparency.”
Liz Cain

Partner, OpenView Venture Partners

“Todd takes us on a journey through the rising expectations of buyers today and shows us, through his engaging storytelling, how radical transparency can build the ultimate level of trust needed to succeed in today’s economy.”

DJ Paoni

President, SAP North America

Reviews from Amazon