Transcript
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Travis Chapel (0:28)
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