Buyers barely even read the product description anymore. 96% of us scroll right to the reviews because we want to predict what our buying experience will be like.   The last thing we want is for an organization to over promise and under deliver. We long for transparency.   In this episode, I interview Todd Caponi, Founder at Sales Melon and author of The Transparency Sale, about why transparency sells better than 5.0 ratings.   What we talked about:   - How leading with your flaws appeals to the buyer’s brain   - Sales theory from the 1920s… still valid?   - Why buyers spend 61% of their time investigating your claims   - Personalization & value will help your communication stand out   Subscribe, listen, and rate/review the Customer Experience Podcast on Apple Podcasts, Spotify, Google Play or Google Podcasts, and find more episodes on our blog.