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You've been taught to keep a poker face with prospects, and it's costing you their trust. Todd Caponi has spent his career learning the history of sales, and he found that sales started as a service profession. Somewhere in the last several decades, that service mindset was traded for pressure tactics and feature dumps. Todd joins Jeb Blount Jr. to break down what it takes to rebuild that trust, drawing on his newest book, The Four Levers of Negotiating, to explain why stiff, perfect pitches repel buyers and why sharing your flaws upfront wins them over instead.
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