Today, I want to share some tips on trust based marketing. These are some helpful quotes I found in Dan Kennedy’s awesome book No B.S. Trust Based Marketing.
I should tell you that I am a HUGE fan of Dan Kennedy. His mentorship has had more impact on my businesses than anyone else. When he speaks, I listen. He is one of the most respected marketers in the world.
Trust is a VITAL part of business. Without trust, there is no long-term business. It is often overlooked for the quick dollar and that is a huge mistake.
If you want to build a viable, successful, long-term business, building trust with your customers, employees, investors, and prospects should be a HUGE priority. This book will help you do that. The wisdom that Dan shares is priceless.
What is Trust Based Marketing?
In my own words, this is how I would define trust based marketing.
Trust based marketing is getting people to know, like and trust you. It’s done by learning everything you can about your prospect, showing a genuine interest in them, trying to see their point of view, and helping them solve their problems via your products, services or business opportunity.
Why Use It?
We live in a crazy world. There is endless competition competing or the same business. To succeed, we need to find a way to be unique and stand out in the crowd. We need to be different. That is where trust based marketing comes into play.
You should use trust based marketing to be different. You should use it to stand out in the crowd. You should use it to develop a real relationship with your prospect so they like, know and trust you and want to do business with you. You should use it to build loyalty and long-term business.
Trust Based Marketing Tips
My list of the top 21 quotes (trust based marketing tips) from the book are listed below in bold and italics. After each quote I will share my own two cents on the topic. Enjoy.
# 1: You can get laid with lust. But you get married and stay married with trust.
Lust will only get you so far in life. The initial excitement always fades, and normally rather quickly. Once the excitement is gone, you need trust to build anything that will last.
# 2: I’ve long believed in business that, rather than get customers to make sales, it is smarter to make sales to get customers.
The single greatest expense for most businesses is customer acquisition. Most businesses lose money to acquire a new customer and then hope to recoup some of that marketing expense with repeat sales to the same customer. Your goal should be to find a way to acquire new customers as inexpensively as possible, and then over-deliver with value and trust to generate additional sales.
# 3: Income tends to get spent. Equity accumulates and converts to wealth.
Income comes and goes. The real measure of wealth is the amount of months you can live without working. The real purpose of building a business is so that you can sell it one day for a big profit. Or, have a business that continues to generate revenue and income, even if you don’t do anything yourself.
# 4: Most business people are often tactical, rarely strategic.
As an entrepreneur, it’s your job to do the strategic work. You must focus on the big picture. You must be the visionary. You can hire other people to do the tactical work. It’s your job to work on your business, not in it.
# 5: Most people are quietly, privately frightened by just about everything in their lives and every decision they make. Don’t take it personally. People have shockingly little confidence in themselves.
Most people have worthiness and confidence issues. You need to know that when you are marketing to people and when you are dealing with people.
# 6: Success hardly ever comes via entitlement.
There is no successful victim. Until you take 100% responsibility and ownership of your own life, you will never develop your potential.
# 7: I can’t think of a bigger handicap in selling than to be seen as, perceived as, thought of, or felt as another salesman.
Your job is to be thought of as an advisor or coach, not a salesperson. As Dan says, “you want to be the welcomed guest, not the uninvited pest.” This is where good marketing helps. Your job is to generate tons of leads and prospects, and have a good marketing system that sifts and sort them for you (automatically) so you can simply deal with the people who contact you first.
# 8: Salesman has products. The consultant has solutions.
You are really in the solution business. It’s your job to find out what your prospect wants and then show them how your product or service helps them solve that problem. People buy what they want not what they need. People buy a drill because they want a hole, no because they want a drill.
# 9: But the customer doesn’t really want to be the king. The customer wants to find the person who is the best at what they do and hire them to be their king.
Everyone wants to do business with the person who is best at what they do. To give you an example, let me ask you this question. If you were going to sell your home tomorrow, would you rather list it with the brand new agent who has never sold a home before or list it with the top producing realtor in your area? Exactly.
# 10: There is no more essential a tool of authority than authorship.
The quickest way to become an expert at something is to write and publish a book about it. This gives you instantly credibility.
# 11: You choose only based on what works best in meeting your objectives.
It doesn’t matter what you like or don’t like. It’s about what works and what your prospect wants. Figure out what works. Test, test, test. And then do more of it!
Other Posts You Might Enjoy:
- Top 46 Grassroots Marketing Tips from Dan Kennedy and Jeff Slutsky
- Book Review of No BS Time Management for Entrepreneurs by Dan Kennedy
- Dan Kennedy: 10 Lessons I Learned from the Marketing Legend
- No B.S. Direct Marketing by Dan Kennedy – Book Review
# 12: You need to be very clear about the kind of client you want, in mind-set terms, not just in factual or statistical terms. You then need to create your trust relationship with that client in the ways that are preferred and valued by that client, and that serve your own interests most productively.
If everyone is a potential customer, no one is a potential customer. To work smart, you must determine your ideal prospect and then focus your marketing efforts on reaching people in that demographic.
# 13: The more we’re exposed to something or to someone, the more we trust it or them.
Good marketing provides multiple exposures until the message is embedded into the prospect’s subconscious mind and they accept it as their own or believe in it. Remember, the average person needs to see something at least 7 to 20 times BEFORE they make a buying decision.
# 14: Everybody is unconsciously looking for the like-minded or comfortably similar folks to huddle with.
We all like to belong to tribes of people who are similar to us. We like to do business with people who are similar to us.
# 15: Establishing your authority is something that should be done in each sales presentation – regardless of how big or little you are.
Establish your credibility and expertise and show people WHY they should do business with you and not someone else. Find and develop ways to be different and stand out in the crowd. This is one of the most important trust based marketing tips.
# 16: The higher up the income ladder you climb, the more you find the people there are being paid more for who they are, not for what they do.
People buy YOU, not what you are selling. Successful people understand that and they do everything they can to increase their value. Be the type of person you wan to attract.
# 17: Hearing something said one thousand times in not as convincing as seeing it once.
Most people are visual learners. Whenever you can do a demonstration it will be much more effective than just talking to the prospect, or explaining it. Incorporate live presentations or video presentations into your selling process.
# 18: I have noticed, by the way, that every great salesperson I’ve had to make presentations to me at some point gets a legal pad, sheet of paper, or even a napkin and creates information for me.
Great salespeople keep it simple. They do the personal touch.
# 19: Nothing is more fascinating to most people than themselves.
Get people talking about themselves. It’s the quickest way to win a friend. You have two ears and one mouth for a reason. Use them in that proportion. The top salespeople are great at asking questions and listening.
# 20: No human desire exceeds the desire to be understood.
Listen to people. Show a genuine interest in others. try to see things from their point of view whenever possible.
# 21: Referrals are always strongest when they come from a person of power or influence.
When someone with influence and credibility gives you a referral, it is much better than just getting one from an ordinary person. Ask for referrals from everyone you talk with.
About Dan Kennedy
Dan Kennedy is quite perhaps the world’s most respected direct response marketer. He is also a successful author, consultant, speaker and trainer. He has personally mentored many of the world’s top marketers.
I have tremendous respect for Dan. I’ve read all of his books and watched most of his videos. If you are trying to master direct response marketing, Dan Kennedy is the man you want to study and emulate.
About the Book
This book was published in August 2012 by Entrepreneur Press. It comes in paperback and Kindle format. The book features 240 pages. The ISBN is 978-1599184401. It has 35 reviews on Amazon with an average 4.3 star rating, as of March 2016. The book is co-authored with Matt Zagula.
There you have it folks. These are my favorite trust based marketing tips I learned from Dan Kennedy is his great book No B.S. Trust Based Marketing.
Which quote on this list was your favorite and why? Leave a comment below to let me know what you think. I look forward to hearing from you. Have a great day.