TRUST

trust few delights can equal the
presence of one whom we trust utterly
George MacDonald how do you stand out
against your competition how do you get
a steady stream of new referrals how do
you get people to happily pay more to
work with you one word trust you’re in a
tough spot you’ve got a lot of
competition and everyone is all doing
and saying the same things everyone says
they’re the best everyone shows great
customer testimonials everyone displays
the media they’ve been in right and the
end result is a confused customer who
doesn’t know who to buy from so what can
you do you break through to them with
trust when people trust you then you
become the default person to work with
suddenly all the other factors including
price don’t matter as much they just
come to you by default they seek you out
so how do you become the trusted expert
answering this question might be one of
the most important things you do with
your business this year number one share
your story people buy from people not
companies people trust people not
companies so get personal tell me why
you started your business what motivated
you to do this why is it so important to
you what drives you to keep going how
does that make you feel every day to
wake up and help people what are some of
your goals who is relying you to make
this business a success make me feel
something if I feel connected to you if
I feel like you really care if I feel
your passion for what you do then I’m
going to trust you and i’m going to buy
from you you don’t have to be a
technical genius to share your story
start with the about page on your
website put a picture of you your family
your team on all your marketing
materials when you get brave enough
create a video if you sharing your story
when I understand how important this
business is for you it makes my decision
so much easier to buy from you caveat
your business has to be important to you
and your passion about it beyond just
making money so what is your story
number two
dan for something what is wrong with the
world and how is your company making a
difference maybe you’re an organic
farmer and believe that people shouldn’t
be eating processed foods maybe a
computer repair company and believe that
technology should make our lives easier
not more complicated maybe you’re a
training company and believe that people
deserve great service from the suppliers
they work with if you’re a boring
company than people won’t care about you
if you take a stance on something and
are working to make the world a better
place than people trust you you’ll also
get more ideal clients the clients who
will work best with you are the ones who
believe in the same things you do if you
don’t stand for anything then it’s a
crapshoot you hope that good clients
find out about you but when you stand
for something and make it known then the
clients who love that stance will come
and find you they want to help you build
a better world so what do you stand for
number three share even more I get so
many people who write into me or meet me
at events and start off with I feel like
I know you it’s actually kind of strange
for a complete stranger to tell you that
but it’s because in my newsletters in my
videos on my social channels at my
events I share myself I tell people what
I’m worried about I tell people what I’m
excited about I tell people what I’m
working on if you’re authentic and
vulnerable and just share don’t sell
share you’ll earn people’s trust and
they’ll want to buy from you you know
those people who you may hang out with
every now and then and they always have
this wall up there always concerned with
how people will judge them and so they
never share anything personal you don’t
know what makes them tick or what’s good
or bad in their lives yeah don’t be that
person you need to share when you share
you break down barriers and build trust
and Trust leads to sales so what can you
share but I’m shy I don’t like being in
the spotlight no problem I’m not asking
to go out and become a master networker
I’m shy to believe it or not I’m not the
guy goes up to people introducing myself
I don’t strike up conversations with the
person next to me on the airplane and it
took me a while years
to get the courage to share my story you
don’t have to be an outgoing person to
share what you’re passionate about and
you can start by writing it down for
your website start by writing down why
you started your business write it in
your own words and when you read it and
feel proud you feel excited you feel
like you’re doing something important
then put it up on your website but it’s
not about me I’m not an egomaniac again
I felt the same way why should I share
my story it’s not about me it’s about
the products and services I’m delivering
this about the customers here’s another
lesson it took me years to understand
people learn through your story by
sharing your story and your journey it’s
not the pound your chest and say how
great you are it’s to help inspire
others to action you’re here to help
people and you want them to make the
right decisions your story will help
them to do that so it’s not about you
it’s about them and the most effective
way to reach them is to tell your story
believe
you
you