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TV Expert Interviews / For Sales Pros / Nov 11, 2022 / Posted by Todd Caponi / 40

The Transparent Sales Leader (video)


How The Power of Sincerity, Science & Structure Can Transform Your Sales Team’s Results

Todd Caponi is a sales & science amalgamator, sales historian, author, speaker, and trainer who is obsessed with openness. He talks and educates revenue organizations on how to maximize their revenue capacity by leveraging transparency and decision science, with a focus on messages (informal and formal), negotiations, and leadership. He was the author of three award-winning works. Todd and John discuss his upcoming book, “the honest sales leader”, in today’s expert insight conversation.

This Expert Insight Interview Discusses:

  • The origins of the book
  • What exactly is Sales Transparency?
  • The Value of the Five Fs in Sales

Authenticity and Transparency in Sales

Authenticity and transparency: These two are of the most popular marketing buzzwords these days. When it comes to measuring a brand’s marketing success, authenticity is undoubtedly the most important criterion. Even though authenticity is critical for short-term and long-term success, businesses might need help to grasp it.

Transparency is exhibited when you are open and honest about your company. When a company is transparent, they are prepared to reveal crucial information about its operations. Customers of transparent firms never have to question if they are being misled or deceived about certain parts of the business.

Build Trust Through Transparency

A new sales leader must establish “trust through transparency, then utilize that same transparency to set correct expectations,” as Caponi clearly believes. He proposes an understandable and relevant “Five F’s framework” that is alliterative and leaves nothing to chance. Those are:

  1. Focus
  2. Field
  3. Fundamentals
  4. Forecast
  5. Fun

“Accomplishing a revenue target is the result, not the job,” continued Caponi. If you’re doing it incorrectly, the motivation of your staff is merely “coin-operated.” You’ll stop seeking and begin to develop. Finally, you’ll be able to notice the holes before they develop.

Our Host

John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist, he has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Score. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.

About Author

Todd Caponi is an acclaimed author, speaker and sales leadership professional. He is CEO and founder of Sales Melon LLC, teaching companies’ salespeople and leaders. His expertise is in building the revenue capacity for technology companies, having served in senior leadership roles and helping one organization to a successful IPO followed by an exit valued at almost $3B. He won the American Business “Stevie” Award for VP of WW Sales of the Year. His new book, The Transparent Sales Leader (IdeaPress Publishing, July 5, 2022), challenges long-held sales leadership standards and provides an easy-to-implement framework for today’s sales leaders. Learn more at

Author's Publications on Amazon

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