Trust Comes Before the Transaction
If you want to get the business, you need to ask for the sale. Conventional wisdom is to do this early and often. But consumer behavior has changed, and expectations are a lot higher. You now have to earn a significant amount of trust before you’ll get the transaction.
Ask too early, and you can actually do damage. Now you’re working from a deficit of trust, from which it’s hard to recover. As a part of my series on counterintuitive lessons I’ve learned from content strategy, this week’s episode makes the case to ask for the sale late and infrequently – not early and often.
Listen to the episode here or in your favorite podcast player – and let’s do a deep dive on trust:
- Why Do We Need Trust?
- The Parameters of Trust
- How to Build Trust
- How to Measure Trust
- The Difference Between Selling and Sharing
I quoted from an excellent piece by Jeff Goins called The Difference Between Selling and Sharing.
More on Trust
- If you’ve established trust, you won’t need useless “agreements” such as NDAs. Here’s my rant from last week: Non-Disclosure Agreements – Mistrust Is Not a Good Starting Point
- Consistency is key to establishing trust in any content strategy. Here’s my deep dive on the topic: Consistency in Content Strategy – If You Can’t Commit, Don’t Start
- And lastly, once you’re consistent – how to blend in a little patience and lot of persistence (or is it the opposite?) to get to where you want to be: The Three Core Elements of Content Marketing