The Transparency Sale with Todd Caponi #221

Todd Caponi Is the former Chief Revenue Officer at Chicago's PowerReviews. Todd is in the process of authoring a new book titled "The Transparency Sale". This book is in response to the changing influence of social media in selling and the failure of former challenger sale strategies. Todd has held leadership roles with three tech companies, including ExactTarget, where he helped the organization to a successful IPO and a $2.7B exit to Salesforce.com.

Challenger Sale No Longer Effective

There is a false narrative that consumers have all they need online to make buying decisions. Sellers still have tremendous value adding insight and help to enable the purchase at the end.

The Challenger Sale teaches the following:

• Recommends sellers to provide insights and challenge prospects thinking
• Demands sellers to become industry experts
• Challenges buyers to think a different way but……

Due to Social Media, sellers need to be on top of what buyers are saying about them. Now there is a need to add transparency sale processes.

Social Media in Sales

Sellers must look at feedback from social media and control that conversation. Sellers must be awake to what's being said about their companies, products and services. The Internet provides a feedback economy. Control the feedback

Take Power Reviews finding:

• People read reviews first
• Sales goes up for reviews at 4.2-4.5 ranking
• Sell as if your NOT perfect. You can't be FUD'd (Fear Uncertainty and Doubt) with transparency
• Sellers need to sell as they are NOT perfect.

Neural science is starting to get applied to sales. People make buying decisions with feelings, then back it up with logic. Sales process is too focused on the close. Should be focused on the opportunities of buyers to lose interest and regain momentum. When buyers reach 100% trust, they stop asking for more information. When buyers don't trust and keep searching, deals never close.

Email Take Action Tactic

Create a feeling with an email subject line then the first few sentences. Don't say I and Me but You. Your email needs to speak specifically to the reader. It must be short. Think Twitter! Have an easy link for more information below your signature.

How To Connect With Todd Caponi

• Website: www.transparencysale.com
• Twitter: @tcaponi
• LinkedIn: www.linkedin.com/in/toddcaponi/

Books Mentioned:

• Descartes' Error: Emotion, Reason, and the Human Brain – by Antonio Damasio

• The Paradox of Choice: Why More Is Less – Barry Schwartz

• The Transparency Sale is slated to be published in Fall 2018

The Power of Social Selling

Here are some previous episodes on the power of social selling.

• All Sales Start With a Why with Michael Manzur #205
• The Art of the Help with Larry Levine #182
• 7 LinkedIn Strategies for Generating Qualified Leads with Janis Pettit #176
• How To Generate Leads with Relationship Selling with Michael Ross
• Take Command of the New LinkedIn User Interface with Brynne Tillman #151
• Myths on Social Selling with Mark Hunter #142
• How to Power Prospect with LinkedIn Groups with Liam Austin #135
• How To Be An Awesome Sales Professional with Thomas Ellis #102
• How To Generate Sales Leads Using LinkedIn, Facebook and Twitter
• 7 Habits of Highly Successful LinkedIn Users with Dennis Brown

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