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- [00:01]
Indeed Advertiser
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- [00:29]
Travis Chapel
You're listening to the Travis Makes Money podcast presented by gohighlevel. Com. For a free 30 day trial of the best all in one digital marketing software tool on the planet, just go to gohighlevel.com travis what's going on everybody? Welcome back to the show. On this episode, it's just me, you and the mic. And for those of you listening, there are two other episodes that dropped today. One of them is a co host with my producer, Eric. It's a little bit more fun, light hearted conversations around things that are happening in culture, society, around money today. And then we had an interview that went out with an inspiring entrepreneur, author, somebody who's got a story worth telling. And we try to dive into the money aspects regardless. In fact, I just had a lady on who is a bariatric surgeon and we didn't really talk about weight loss at all. We talked only about the business of running a surgery center, which I thought was interesting. So we have plenty of episodes, plenty of content for you to go check out on these episodes. It's just me, you and the mic and basically it is me trying to distill some of the lessons that I've learned in the past decade almost of doing what I've been doing. So today we're talking a little bit about trust. Trust is something that is a word that's thrown around often and it is something that I have spent a decent amount of time thinking about because the first time that I realized that this was a obstacle to getting people to do business with me was when I was knocking doors and I realized that I started understanding the power of referrals and how much higher my close rate was when one of the neighbors would walk me over to their other neighbor and help me talk to the neighbor or they gave me the number of their friend and I went and talked to them and how much more powerful the presentation became after somebody actually introduced me to somebody else and I was like, oh man, this seems like they like, I don't have to do nearly as much work on these referrals because their person that I'M talking to has an automatic version of trust with me because it's coming from somebody that they already trust. I'm almost like borrowing trust. That's kind of cool. I thought, how much, like, if I knocked, if the next hundred doors that I knocked, everybody that I knocked and talked to actually knew me, how many more deals would I sell? And the answer was like, I feel like I would sell almost all of them. Like, there's not. The only barrier at that point is whether or not they had the need for the product. And I mean, that's really it, because if they actually trusted me to do my job properly and give them a good deal and make sure that they were taken care of, then they would probably just say, okay, let's go ahead and do it. And that was the number one obstacle to any form of cold calling, like door to door or telemarketing or something like that, is that you're starting from a position of almost negative trust. It's not even, it's not even like zero trust. It's not even like a level playing field. Because they didn't invite you to their house, they didn't invite you to call them. They don't know that this conversation is going to happen. And they had no intention of buying whatever it is that you were selling that day. So the level of trust that you had when you knocked the door was almost zero. So that was why. And probably less than zero in some cases, because they already feel an aversion to you because you were bugging them when they didn't ask you to. So then we spent a lot of our time and training in our sales efforts around what we called the door pitch. And the door pitch was, what do we say after we knock the door in order to be able to get into the home at some point? Because if we could get invited into the home, we noticed that the barrier of trust went down significantly because there's only. You don't. Because you don't. You don't invite people into your home who you don't trust to at least a certain extent. So as soon as I got invited to pass that threshold into their home, now all of a sudden I am no longer the keep it at arm's length sales guy who randomly knocked on the door. Now I am the trusted advisor. Now I'm here just to advise them on how we're going to set this up for them because I'm the expert and I'm positioned to be that expert now because they've invited me into their home. And so I've now in the online space, thought about trust a lot. And I gave a talk one time about, about branding and, and being on podcasts and things. And I did a little bit of research into that. And basically in my, in my world, I look at it as, there's trust is not just a one size fits all thing. There are different layers, different levels of trust, there's different types of trust. And so I want to go over just a couple of the types of trust here today so that you start thinking about how do we employ some of these things in our marketing, how do we employ some of these things in our sales in order to be able to decrease that barrier that people have when it's all the way up and you're starting initial sales conversation. So very first, one first type of trust is competence. Trust, competence, trust. All that really means is are you actually good at what you do? Do you actually know what you're talking about? So that would be the only other barrier between me being able to get all these people whose doors I knocked on to buy from me, assuming that they already knew who I was. Because knowing who I was is one thing, but knowing that I'm good at what I do is a different type of trust. So which is why, you know, if you, you might be a real estate agent or something like that, and you find out that your cousin used a different realtor in the area, and then your immediate response is to be pissed about it, and maybe you should be pissed about it, but may you're not that good. Maybe that's the case. Maybe, maybe they know that this person is one of the top producers in the area and they want top dollar for their home. So it's not worth it for them to maybe lose, you know, the additional 5, 10, 15, 20, 25 grand that, that they would potentially get from using this other agent who's better at their job than you are, like that the, the trade off to them is not worth it to be like, oh, well, we'll support my cousin. Yeah, but it's like, yeah, but if you've done two real estate deals ever, and you're green and brand new to the business, and the odds of you being able to get them as much money are not as high as them hiring the other person, then they might still go with that person. Even though they know you, they trust you as a person. They might trust that you're a good person, but do they trust that you're actually good at what you do? So how do we build competence Trust. Well, there's a number of ways to do it. I like going with the credibility piece, like law of association to me. So you know who, what other people who are industry experts have also co signed that you are somebody who's good at what you do. This is why like submitting yourself for industry awards might be helpful. This is why having some sort of a PR campaign and trying to get an article in Forbes or whatever might be helpful if you're just getting started, because it gives you that kind of boost of credibility. When somebody's deep diving and doing, getting into more research about you, they are going to find evidence that you're somebody who is actually good at what you do. It's also a strong case for podcast guesting, for being a guest on a bunch of podcasts. Because if you go, if you, if you searched my name, you know, seven, eight years ago, before I started all of this, you wouldn't have found really anything online. Now you search my name and it's like 10, 12 pages of Google that's there to reinforce the idea that I'm actually somebody that's worth talking to because I'm being interviewed by 89 different podcast hosts. If you search through those pages and I think I've been on, I don't know, four or five hundred podcasts at this point. And so that starts to stack up over time. So when people are doing deeper, a deeper dive research, they can go listen to me talk about all the things that I do on an this episode
- [07:39]
Wayfair and Chime Advertiser
of the show is brought to you by Wayfair. It's Wayday at Wayfair, from April 25th through the 27th, you can score the best deals in home, like up to 80% off. With free shipping on everything, Wayfair makes it easy to find exactly what fits your style and needs, from furniture and decor to home improvement and outdoor essentials. And it's all on sale during weigh day. Best part, everything ships fast and free during Wayday. Plus you can shop with Wayfair Verified, AKA your shortcut to the good stuff. So their team of product specialists vets everything by hand using a 10 point quality inspection so you know that you're actually getting a quality piece no matter what your budget is. Look, I we basically have redecorated our home with Wayfair in the last few months. And at every time we use a site, I'm always blown away by how easy it is to use the platform itself. Also to find like the craziest stuff. Like if you think for a second that there's something that's not on Wayfair that you could put inside of your home for something. Just test me out on this. Go to Wayfair and search for it. I promise you you're going to find it. It's crazy whether regardless of your aesthetic, if it's mid century modern or farmhouse or contemporary or eclectic, or you're looking for outdoor furniture or home upgrades or you want to upgrade the kids room or you need a new shoe rack, whatever it is, Wayfair has it.
- [09:01]
Travis Chapel
They make it simple to narrow down
- [09:03]
Wayfair and Chime Advertiser
to exactly what works for your style and for your budget. Plus they have great reviews, filters, visual tools to help you make sure that it's the right fit and then, you know, installation and assembly could be available
- [09:15]
Travis Chapel
depending on what you buy.
- [09:17]
Wayfair and Chime Advertiser
It makes the process easier. Their shipping always blows my mind because you can get some like literal Our dining room table that we just got came from Wayfair and they shipped it to our house fast and completely for free. So they have thousands and thousands of five star reviews to help you shop with confidence and find things that fit perfectly into your home and lifestyle. Wayday is the sale to shop the best deals in home. We're talking up to 80% off with fast and free shipping on everything. So head to Wayfair.com April 25th through the 27th to shop Wayday. That's Wayfair.com w a Y-F a I R.com Wayfair Every style, every Home this episode of the show is brought to you by Chime. Chime is not just another banking app.
- [10:05]
Travis Chapel
They unlock smarter banking for everyday people
- [10:07]
Wayfair and Chime Advertiser
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- [10:45]
Travis Chapel
that you have down as collateral for
- [10:47]
Wayfair and Chime Advertiser
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- [11:06]
Travis Chapel
So join the millions who are already
- [11:08]
Wayfair and Chime Advertiser
banking fee free today. My younger self would have benefited from this, and I know you will too. It just takes a few minutes to sign up. Head to chime.com travis that is chime.com travis unlimited.
- [11:22]
Travis Chapel
Not like they would get bored of hearing my voice before they ran out of content to listen to about about the expertise that I have.
- [11:29]
Wayfair and Chime Advertiser
And it's important that it's me being
- [11:30]
Travis Chapel
a guest on their podcast and not just my podcast, because it implies that I am a good enough, a strong enough authority in that space that other people find it valuable enough to have me on their show to talk about the things that I do so that those people who ness who don't really necessarily know the intricacies or details of the industry that I'm in, those people will have a higher level of trust in me because all of these other people have already co signed even if they didn't trust those people. And of course it's a more powerful recommendation if they go and search and they find like, oh, I listen to whatever biggerpocket's podcast all the time. I can't believe Travis was on that. That's obviously a little bit better. But if they see a dozen, two dozen, three dozen versions of the similar conversation on a bunch of shows that they don't even know or have never heard of before, that's still going to have a similar effect on that. So do the things that will increase that level of competence trust so that you don't miss out on some of those deals that are maybe people that, you know, that you felt like should have used you to do this thing, or they felt like you should have come to them, or they should have come to you, maybe instead of pointing the finger immediately and blaming it all on them, maybe look internally and ask yourself, am I really good at what I do? Do I deserve this business just because I'm their cousin? Or do I deserve this business because I'm the best of what I do and I will get you the best, you know, price for your home or, you know, whatever it is that you do for them? So competence trust is the first one. The next one is caring trust. This is the one you probably already have with your cousin. Do I trust that this person has my best interest at heart? And this is A little bit different from the competence trust because you want to be able to convey this to this person. Not only am I good at what I do, but also I care about you as an individual. I care that we get the result that we're looking for here together. I'm not just in it for myself. I'm not just in it to make a commission or to make money on this. I am in this because I genuinely care that you get the best treatment that you could possibly get. So caring trust is largely just built through time and attention, which is why you might already have caring trust if it's your cousin or something like that. But this is also where having your own podcast comes in and helps a little bit. Because if you're giving out all this free, valuable content for a long period of time, then they can build a relationship with you. Almost like a one way relationship. It's basically building relationships at scale. And during that time if they have applied something that, that you have mentioned to them, then you will have more influence with them and then they will automatically start trusting you a little bit more and just believing that this is somebody who genuinely has my best interest start. This is somebody who wants to see me be successful with whatever this thing is. So there's competence trust, there's caring trust, and then lastly there's community trust. And this is what I was sort of referring to at the beginning of this convers, the referrals piece. Community trust is basically the social proof that what you're saying is actually true. That that if somebody doesn't know you from Adam, that they could go to somebody else who they already know like and trust and ask them and then they give you that cosign, which is again why it's important to be a guest on podcasts. It's also the exact thing that happens whenever anybody's booked on somebody else's stage, right? There's usually like one person who's putting on the event and all the people who are in that audience, most of them are showing up because that person is hosting the event and they know like and trust that person. Well then if that person ask me to be a speaker on their stage and a bunch of the audience, they don't know who I am, then when I show up, I'm. I'm already showing up with a base layer of trust because they trust the person who's hosting the event to bring other people who they trust into the conversation and showcase the things that they can do for the audience. So the community trust is probably like of all of them, it's probably the most powerful because it's the most immediate. It doesn't necessarily take 24 touch points to be able to move people into a direction for them to be able to transact with you. You almost get that immediately. And that was sort of my entire reason for doing this whole talk. And this was the third part of it. Obviously, we talked about attention and credibility and things like that before we moved into the trust part of the conversation. But that was why I made such a big, compelling case for podcast guesting. Because to me, it was like, there's only a couple forms of marketing that basically do all of these at the same time. And podcast guesting is absolutely one of them. Like being a guest in some of this podcast because they are platforming you to their audience. Therefore, there is a base layer of trust that anybody who's listening is going to associate to you, even though they've never heard of you before, just because. Because that person said, this is somebody who's worth getting to know. So how can you engineer more of these things inside of your life, inside of your business, so that your, your barrier to earning trust is significantly lower than it would be in another context is kind of what we're getting at here. So there's, it's not just a one size fits all. There's not just one type of trust or one type of relationship. There's multiple types of trust. And there's different things that you can do to sort of pull these levers and try to make sure that you're fully taking advantage of these layers of trust. So ask yourself, how can I build more competence trust? How can I build more caring trust? How can I build more community trust? And if you do these things, trust will always lead to transactions. So when somebody trusts you, they will transact with you in a business context. They have to trust you to at least some extent in order to be able to pull out their credit card and do business with you. So confidence, trust, caring trust, community trust. As always, let me know how else we can help best serve you on the podcast. Shoot me an email travis travischapel.com shoot me a DM at Travis Chapel on Instagram and I'd love to hear from you guys.
- [16:38]
Wayfair and Chime Advertiser
Guys.
- [16:38]
Travis Chapel
And we'll continue to make episodes in the future that that are based on some of the questions you guys have. So thanks for tuning in to this episode. We'll catch you guys on the next one. Peace.
- [16:46]
TikTok Advertiser
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