Re-print from a Perry Marshall E-zine - This is really a recession of TRUST
The economic crisis in the news is actually, underneath it
all, a crisis of TRUST, not a crisis of money.
Money is just the symptom.
Right now, banks do not even trust each other. That’s why
boats full of perfectly good cargo are stopped cold in
Singapore even though there are eager buyers and sellers
on both sides of the ocean.
The chasm of distrust between sales people and marketers
has never been deeper. People have such a strong expectation
of sales people lying to them, they don’t even think twice about
lying back to the sales people.
(Don’t you hate it when customers lie to you - and feel no
remorse - just because you’re a sales person? Isn’t it
just degrading?)
I believe that the marketers who do well in the next year or two
will be those who earn (and genuinely deserve!) the trust of
their customers. I am already seeing this clearly in the marketplace.
Those who see the earning of trust as merely the application of
a technique or two will find themselves sliding downward,
irreversibly. You can fool some of the people some of the time,
but you can’t fool all of the people all the time. When peoples’ BS
detectors are on overdrive, sleaze doesn’t sell.
Ari Galper totally understands this.
Ari’s #1 principle, above all else he teaches, is:
—> GET TO THE TRUTH, NOT THE SALE.< ---
There is nothing worse for you, for your career, for your life, or
even the next order you take, than being afraid of the truth.
Never fear the truth. The truth is ALWAYS your friend. Even if
the truth is, your product is not a fit for the guy who’s talking
to you right now.
In this video Ari Galper tells the story of how he came to this
realization - when he accidentally caught a customer blatantly
lying to him.
His entire approach to selling changed as a result, and he now
applies these principles to both offline and online marketing.
This video gets to the core of the trust issues. Well worth watching:
http://m171.infusionsoft.com/go/default/SC217819/
Perry Marshall