Being vulnerable is difficult for everyone, but it can be especially hard for businesses to embrace. They often think that vulnerability will take away their power. They’re convinced that being honest and authentic will limit their results. But being completely upfront with your customers actually maximizes your results. With apps like Yelp and many of the retail sites showing reviews, we are truly in a “transparency age.” People will trust you more if they feel that they are being told the good and the bad. Humans’ brains are wired to automatically distrust people they feel are “selling” them something. To dive deeper into the idea of transparency, I’ve brought on an award-winning sales leader, Todd Caponi. His expertise is in building the revenue capacity for technology companies. He has served in senior leadership roles, helped one organization to a successful IPO followed by an exit valued at almost $3B, won the American Business "Stevie" Award for VP of WW Sales of the Year, and is also a former owner/operator of a sales training and consulting company. Todd’s first book, The Transparency Sale, is available wherever books are sold. THE INNER EMOTIONAL WARRIOR   “Be forthright with what you’re not good at. It disarms the brain.” - Todd Caponi Highlights - According to one study, 85% of shoppers under the age of 65 seek out negative reviews before making a purchase. Transparency sells better than perfection. Presentation Choreography: show people that their problems are worse than they thought and need urgent help. The reptilian brain loves false positives. We’re wired to resist influence. It’s good to show good reviews and bad reviews so that customers don’t feel like you are lying to them. Be a “buyer sherpa.” Tyra Banks coined the term FLAWSOME which means embracing your flaws but knowing you’re still awesome. Guest Contact - Todd's Website Todd's Twitter Todd's Book The Transparency Sale: How Unexpected Honesty and Understanding the Buying Brain Can Transform Your Results Contact Jeffrey - Website Coaching support My book, LINGO: Discover Your Ideal Customer's Secret Language and Make Your Business Irresistible is now available! Watch my TEDx LincolnSquare video and please share!  Mentions - Learn more about Jim Rohn The Story Behind Starbucks Jeffrey’s Interview with Julia Cameron Jeffrey’s Interview with Todd Henry Jeffrey’s Interview with Paul Busse Resources - Have Your Website Brand Message Reviewed! Is your website and are all your marketing materials speaking the right LINGO of your ideal customers? Often it's not which is why you're not converting traffic and leads to clients and attracting your most profitable customers. Fill out the simple LINGO Review application and I'll take a look at your website. If I have suggestions for you to improve your brand message (I almost always do), we'll set up a complimentary 30-minute call to discuss. A select number of websites are also chosen for my LINGO Review Video Series. Fill out the application today and let's get your business speaking the right LINGO! Music by Jawn To learn how to utilize transparency to create lifelong customers, download this episode now.