Improve Your Sales: How to Lead With Transparency and Vulnerability to Win Customers’ Trust

“Our brains are wired to resist being influenced,” says Todd Caponi, author of the new book The Transparency Sale. “You walk into a room as a salesperson, even if you’re charming and engaging, the customer is thinking, ‘all right, when’s Johnny Salesperson coming out?’”   Salespeople, too, tend to think this way, Todd says. “B2B…