You learned as a child that honesty is the best policy. Sadly, that ethic often doesn’t survive in the rough-and-tumble business world. Many salespeople believe that telling the unvarnished truth will handicap their chances. Award-winning sales leader Todd Caponi says they’re dead wrong and offers the science to prove it. Drawing on research about decision making, he shows how candor creates a relationship of trust that smooths the way to successful sales transactions and ongoing connections. While the book aims squarely at B2B salespeople, it has value for anyone in sales.