Why should we be more transparent in sales cycles and why should organizations think more like IKEA? In this episode, Todd shares his insights on why transparency is key when dealing with prospects and buyers. Based on neural and behavioral science, Todd has studied why we humans always want to predict what our experiences are going to be and why we need to know what could go wrong in the sales process? Todd’s findings have resulted in the best-selling book The Transparency Sale. Don’t forget to subscribe, rate, and review our podcast!