Our Founder
Alejandro Collins spent 15 years selling cars before building the training company he wished had existed.
15 Years on the Showroom Floor
For 15 years, Alejandro stood on the showroom floor selling cars. He met thousands of people during one of the biggest financial decisions of their lives. Families looking for safety. Young couples buying their first vehicle. Parents needing something reliable to get their kids to school. Many of them walked into the dealership excited — but also cautious.
Why? Because they didn't trust the process.
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The Trust Problem
“Before a single word was spoken, many customers already believed the salesperson across from them was trying to outsmart them.”
They expected hidden numbers, confusing payments, and pressure tactics. Sadly, sometimes the system reinforced that belief. Alejandro saw situations where customers weren't always guided to the vehicle that truly fit their needs. Instead, they were often directed toward vehicles the dealership needed to move — units that had been sitting on the lot too long. The goal was to move inventory, not necessarily serve the customer.
And that never sat right with him.
The Real Problem
Alejandro didn't get into sales to manipulate people. He got into sales to help people. The more he worked in the industry, the more he realized something important:
“The real problem wasn't selling — the problem was how we were taught to sell.”
Sales should be built on trust. It should start with listening, understanding a person's needs, and helping them make a confident decision. When customers feel respected and informed, they don't feel pressured — they feel supported.
02
What We Built
That belief is what inspired Alejandro to create Transparency Sales Training Inc. Transparency Sales Training was born from a simple but powerful idea: when honesty leads the sales process, everyone wins. Customers gain confidence in their purchase, sales professionals build credibility, and dealerships strengthen their reputation while improving performance.
Our training helps dealerships replace outdated, high-pressure sales tactics with a modern, customer-first approach built on clarity, integrity, and trust. When salespeople focus on truly understanding the customer, rather than simply moving inventory, something remarkable happens: relationships form, closing ratios improve, and customers return again and again.
“Transparency isn't just a better way to sell — it's the way sales should have been done all along.”
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A Cross-Border Perspective
Based in San Diego, Alejandro brings a unique cross-border perspective and deep understanding of the San Diego–Tijuana market. Originally from Buena Vista in Tijuana and raised in Chula Vista, San Diego, he has firsthand experience with the cultural dynamics that shape both customers and sales teams in this region. This bicultural background allows him to connect authentically with diverse teams and implement strategies that are both culturally aware and operationally effective.
Transparent Integrity Sales Training exists to restore trust to the sales profession — one conversation, one customer, and one dealership at a time.
Ready to build your dealership on the right foundation?