The old world of sales was characterized by a one-way flow of information from the seller to the buyer, with buyers being forced to rely on salespeople for details about products. This dynamic created an imbalance in power and control, with sellers holding the upper hand. In contrast, the new world of sales is marked by a two-way dialogue between buyers and sellers, with customers having access to more information than ever before thanks to third-party review sites, research firms, and social media. This shift has led to a greater emphasis on authenticity and transparency in sales, as buyers expect honest and open communication from salespeople. Authenticity involves being transparent about one's own limitations and acknowledging the expertise of others, rather than pretending to have all the answers. By embracing a culture of transparency, delivering value to customers first, and showing their hand early and often, salespeople can build trust and credibility with buyers, ultimately driving better outcomes for both parties.