2020 Best "Sales & Marketing" Book - National Indie Excellence Awards
2020 Best "Sales & Marketing" Book - Independent Press Awards
2019 Best "Sales" Book - American Book Awards
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. And his next book, The Transparent Sales Leader, is planned for February of 2022.
Unsolicited Feedback and Endorsements
Transparency Sells Better Than Perfection.
And, due to the proliferation of reviews & feedback on everything we do, buy and experience, we now have to do it anyway!
It's no surprise, but when a website is acting as a salesperson, we all read reviews today. However, what may be a surprise is that 82% of us skim past the 5-star reviews, and prefer to read the negative reviews first - the 4's, 3's, 2's and 1's. Across all product categories, the optimal product review score for conversion (i.e., a sale) is between a 4.2-4.5.
In other words, a 4.2 sells better than even a product that has nothing but 5-star reviews.
Imperfection sells better than perfection.
I went on a journey to find out why - and quickly discovered the behavioral science behind how we, as human beings, make decisions; how we engage, prioritize, decide and buy.
It doesn't matter whether it's a website acting as the salesperson, or a human being in a business-to-business setting, when we embrace transparency and actually lead with our solution's shortcomings, sales cycles accelerate, win rates rise, we qualify IN opportunities we should win, and qualify OUT the deals we're likely to lose anyway - only faster.
Transparency sells better than perfection - and due to the proliferation of reviews & feedback on everything we do, buy and experience, we now have to do it anyway. This talk shows you how.
Erode trust at the goal line no more. A simple negotiation framework to maximize deal values, reduce discounting, improve deal predictability, and build trust!
Have you ever felt like learning to negotiate takes an entirely different personality than that required to aid the buyer through the rest of their decision making journey? We build trust, build a relationship, then when the customer says "yes", we start lying...using negotiation techniques taught in hostage negotiation classes.
We're not negotiating the release of hostages - it doesn't have to be that hard.
In today's environment, we're also dealing with every executive's priority - extending their runway. They will still buy, but it will be focused on the essentials. And when they do buy, they will coming harder and stronger.
There has never been a more important time to have a simple, easy-to-implement framework for how you present, propose and negotiate pricing.
There has never been a more important time to ensure you're also building and maintaining trust right through the goal line, and making the buying journey as effortless as possible.
Negotiating price doesn't have to be any different.
The "Makeover" Presentation Choreography
Combining behavioral science with simple application, an easy way to reorder your presentations to not only tell a great story, but compel your listeners to action.
Logic is polarizing to the human brain. We see it every day in politics, in the opinions of how we should be adjusting to this pandemic, and we see it in sales.
Leading your presentations with data, ROI, stats and figures does not work - not in times of uncertainty, and not ever.
We all make decisions using feelings and emotions.
The typical we-we-we presentation starts with logic - the mission statement, awards, locations, products and the dreaded NASCAR logo slide. Given what we now know about how our brains engage, this must be changed.
In this session, we’ll explore why a typical presentation doesn’t work, and how to choreograph your sales presentations like a reality makeover TV show - to not only tell a great story, but compel the audience to action.
The History of "Modern" Sales
The last 140 years has seen an explosion in the profession of sales. This talk tells the not-so-obvious stories of the history of our profession - the good, the bad & the weird.
Sales has a sordid past. On Gallup's annual list of most-to-least trusted professions, sales typically resides near the bottom, just ahead of Senators and Members of Congress.
In this talk, Todd tells the interesting, funny and weird stories that make up the modern history of sales - including stories about the hard-drinking and back-slapping "Drummers" who ruled the sales world in the 1800's; Snake Oil "Medicine Men" implementing some amazing techniques to drive sales into the early 1900's, and how even the President of the United States banked on the sales profession to drive the US economy in the 1910's.
Todd also tells the amazing stories of whether the Father of American Literature, Mark Twain, was also the pioneer of sales enablement and training - the hilarity of Phrenology in sales, random sales philosophies and methodologies over the years, and how technology has accelerated the need to evolve rapidly.
Buckle up for Todd's review of the true history of sales, chock full of goodness & weirdness.
How Transparency & Clinical Empathy Can Be Your Sales Superpower
Combining Behavioral Science With Specific Actions To Drive Results NOW
Consensus selling is hard. With everyone now working remotely, consensus buying just became even harder. And, given that when making a decision, our brains subconsciously stack the deck towards the easier path, your “up-market” buying journey won’t work in a “down-market”.
There’s good news!
Using the behavioral science of transparency and clinical empathy, we can stack the deck back in our direction. In this session, we’ll explore ways how to optimize your selling approach to optimize for today’s buying brain.
Attendees will walk away from this session with a foundational understanding of decision making, relatability with the concept of "Remote Buyer Bias", easy-to-implement steps to adjust your messaging, and a path to optimize the buying journey.
Transparent Sales Leadership
Combining behavioral science with simple application, an easy framework to optimize the engagement & performance of your sales team - especially when they're remote!
With so much uncertainty all around us, how do you, as a leader, ensure your team has as much support, engagement and success as possible?
The phrase, "salespeople are coin-operated" is true - if you're doing it wrong.
When variable compensation becomes the reward for doing the work your team is passionate about instead of the motivator, everyone wins.
Using the latest research in behavioral science and leadership, this session will teach you a framework for optimizing the "Six F's of Sales Engagement" - where your team will love what they do, who they do it for, who they do it with, stay, perform, and tell their friends.
© The Transparency Sale, Sales Melon LLC, Todd Caponi 2021
PRIVACY NOTICE Last updated November 08, 2019 Thank you for choosing to be part of our community at Sales Melon LLC (“Company”, “we”, “us”, or “our”). We are committed to protecting your personal information and your right to privacy. If you have any questions or concerns about our notice, or our practices with regards to your personal information, please contact us at firstname.lastname@example.org. When you visit our website www.transparencysale.com, and use our services, you trust us with your personal information. We take your privacy very seriously. In this privacy notice, we seek to explain to you in the clearest way possible what information we collect, how we use it and what rights you have in relation to it. We hope you take some time to read through it carefully, as it is important. If there are any terms in this privacy notice that you do not agree with, please discontinue use of our Sites and our services. This privacy notice applies to all information collected through our website (such as www.transparencysale.com), and/or any related services, sales, marketing or events (we refer to them collectively in this privacy notice as the "Services"). Please read this privacy notice carefully as it will help you make informed decisions about sharing your personal information with us. TABLE OF CONTENTS 1. WHAT INFORMATION DO WE COLLECT? 2. HOW DO WE USE YOUR INFORMATION? 3. WILL YOUR INFORMATION BE SHARED WITH ANYONE? 4. HOW LONG DO WE KEEP YOUR INFORMATION? 5. DO WE COLLECT INFORMATION FROM MINORS? 6. WHAT ARE YOUR PRIVACY RIGHTS? 7. CONTROLS FOR DO-NOT-TRACK FEATURES 8. DO CALIFORNIA RESIDENTS HAVE SPECIFIC PRIVACY RIGHTS? 9. DO WE MAKE UPDATES TO THIS POLICY? 10. HOW CAN YOU CONTACT US ABOUT THIS POLICY? 1. WHAT INFORMATION DO WE COLLECT? Information automatically collected In Short: Some information – such as IP address and/or browser and device characteristics – is collected automatically when you visit our Services. We automatically collect certain information when you visit, use or navigate the Services. This information does not reveal your specific identity (like your name or contact information) but may include device and usage information, such as your IP address, browser and device characteristics, operating system, language preferences, referring URLs, device name, country, location, information about how and when you use our Services and other technical information. This information is primarily needed to maintain the security and operation of our Services, and for our internal analytics and reporting purposes. 2. HOW DO WE USE YOUR INFORMATION? In Short: We process your information for purposes based on legitimate business interests, the fulfillment of our contract with you, compliance with our legal obligations, and/or your consent. We use personal information collected via our Services for a variety of business purposes described below. We process your personal information for these purposes in reliance on our legitimate business interests, in order to enter into or perform a contract with you, with your consent, and/or for compliance with our legal obligations. We indicate the specific processing grounds we rely on next to each purpose listed below. We use the information we collect or receive: For other Business Purposes. We may use your information for other Business Purposes, such as data analysis, identifying usage trends, determining the effectiveness of our promotional campaigns and to evaluate and improve our Services, products, marketing and your experience. We may use and store this information in aggregated and anonymized form so that it is not associated with individual end users and does not include personal information. We will not use identifiable personal information without your consent. 3. WILL YOUR INFORMATION BE SHARED WITH ANYONE? In Short: We only share information with your consent, to comply with laws, to provide you with services, to protect your rights, or to fulfill business obligations. We may process or share data based on the following legal basis: Consent: We may process your data if you have given us specific consent to use your personal information in a specific purpose. Legitimate Interests: We may process your data when it is reasonably necessary to achieve our legitimate business interests. Performance of a Contract: Where we have entered into a contract with you, we may process your personal information to fulfill the terms of our contract. 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We may share your data with third party vendors, service providers, contractors or agents who perform services for us or on our behalf and require access to such information to do that work. Examples include: payment processing, data analysis, email delivery, hosting services, customer service and marketing efforts. We may allow selected third parties to use tracking technology on the Services, which will enable them to collect data about how you interact with the Services over time. This information may be used to, among other things, analyze and track data, determine the popularity of certain content and better understand online activity. Unless described in this Policy, we do not share, sell, rent or trade any of your information with third parties for their promotional purposes. Business Transfers. We may share or transfer your information in connection with, or during negotiations of, any merger, sale of company assets, financing, or acquisition of all or a portion of our business to another company. Third-Party Advertisers. We may use third-party advertising companies to serve ads when you visit the Services. These companies may use information about your visits to our Website(s) and other websites that are contained in web cookies and other tracking technologies in order to provide advertisements about goods and services of interest to you. 4. HOW LONG DO WE KEEP YOUR INFORMATION? In Short: We keep your information for as long as necessary to fulfill the purposes outlined in this privacy notice unless otherwise required by law. We will only keep your personal information for as long as it is necessary for the purposes set out in this privacy notice, unless a longer retention period is required or permitted by law (such as tax, accounting or other legal requirements). No purpose in this policy will require us keeping your personal information for longer than __________. When we have no ongoing legitimate business need to process your personal information, we will either delete or anonymize it, or, if this is not possible (for example, because your personal information has been stored in backup archives), then we will securely store your personal information and isolate it from any further processing until deletion is possible. 5. DO WE COLLECT INFORMATION FROM MINORS? In Short: We do not knowingly collect data from or market to children under 18 years of age. We do not knowingly solicit data from or market to children under 18 years of age. By using the Services, you represent that you are at least 18 or that you are the parent or guardian of such a minor and consent to such minor dependent’s use of the Services. If we learn that personal information from users less than 18 years of age has been collected, we will deactivate the account and take reasonable measures to promptly delete such data from our records. If you become aware of any data we have collected from children under age 18, please contact us at email@example.com. 6. WHAT ARE YOUR PRIVACY RIGHTS? In Short: In some regions, such as the European Economic Area, you have rights that allow you greater access to and control over your personal information. You may review, change, or terminate your account at any time. In some regions (like the European Economic Area), you have certain rights under applicable data protection laws. These may include the right (i) to request access and obtain a copy of your personal information, (ii) to request rectification or erasure; (iii) to restrict the processing of your personal information; and (iv) if applicable, to data portability. 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California Civil Code Section 1798.83, also known as the “Shine The Light” law, permits our users who are California residents to request and obtain from us, once a year and free of charge, information about categories of personal information (if any) we disclosed to third parties for direct marketing purposes and the names and addresses of all third parties with which we shared personal information in the immediately preceding calendar year. If you are a California resident and would like to make such a request, please submit your request in writing to us using the contact information provided below. If you are under 18 years of age, reside in California, and have a registered account with the Services, you have the right to request removal of unwanted data that you publicly post on the Services. 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HOW CAN YOU CONTACT US ABOUT THIS POLICY? If you have questions or comments about this policy, you may email us at firstname.lastname@example.org or by post to: Sales Melon LLC 1415 N Briar Patch Ct Palatine, IL 60067 United States HOW CAN YOU REVIEW, UPDATE, OR DELETE THE DATA WE COLLECT FROM YOU? Based on the laws of some countries, you may have the right to request access to the personal information we collect from you, change that information, or delete it in some circumstances. To request to review, update, or delete your personal information, please submit a request form by clicking here. We will respond to your request within 30 days.