In the final part of Chapter 5, we explore how personal factors—such as customer knowledge, risk tolerance, fear, and trustfulness—affect the Trust Premium. Understanding these differences helps you identify and focus on customers who value trust the most. Plus, we recap the entire chapter and set the stage for next week’s discussion on how the Trust Premium impacts your bottom line.

Not all industries command the same Trust Premium. In this episode, I continue reading from The Trust Premium and explore why trust matters more in some industries than others. From painters to surgeons, financial advisors to insurance agents, I break down how factors like risk, complexity, and customer relationships shape the Trust Premium. Understanding these differences can help you position yourself where trust has the most value. Tune in to learn how industry context impacts trust-based pricing!

In this episode, I continue reading from my new book, The Trust Premium, sharing the first part of Chapter 5. This chapter explores how trust translates into both Trust Preference and Trust Premium, impacting customer decisions in different ways across industries. In this section, I define three key terms—Trust Preference, Trust Premium, and No-Trust Discount—and explain how they shape buying behavior. Join me as we break down the power of trust in sales and what it means for your business.

In this episode, I’ll be reading Chapter 4 of The Trust Premium and diving into three deeply ingrained beliefs that shape our purchasing decisions: “You get what you paid for,” “There’s no such thing as a free lunch,” and “If it’s too good to be true, it probably isn’t true.” Using real survey data, I’ll explore how these maxims influence our perception of price, value, and trustworthiness—and why people are willing to pay a premium when they trust the seller.

In this episode, I’m diving into Chapter 3 of The Trust Premium, exploring the purchase decision and what happens beyond it. Learn how perceived and actual price, value, and trust shape every transaction. From total cost of ownership to switching costs, I’ll unpack examples of how trust builds—or erodes—after the sale. We’ll also discuss the cycle of outbound transferrable trust from current customers to the inbound transferrable trust of future customers, showing why trust is vital not just for maintaining loyal customers in ongoing relationships, but also for attracting new customers in transactional sales.

This week, I’m reading chapters 1 and 2 of The Trust Premium. We’ll explore the transformation of sales, from in-person trust-based interactions to today’s unethical practices, criminal activities, and misuse of technology. I’ll discuss the decline in intimacy, ethical sales techniques, and how these have driven skepticism and plummeting sales success rates. The takeaway is clear: cold calls don’t work anymore. In today’s world, trust is your only true differentiator. Don’t miss this critical discussion!

In this episode, we dive into the introduction of The Trust Premium, exploring how trust influences buying decisions, loyalty, and pricing. Learn why customers are willing to pay nearly 40% more for trusted providers and how trust serves as the ultimate competitive advantage. Packed with anecdotes and research, this episode sets the stage for understanding the tangible power of trust in sales and professional relationships.

In this final episode of The Trust Show for 2024 and Season 15, I’m revisiting my roots in creativity and innovation research. I’m joined by Dr. Heather Hodges, a Dallas-based expert pursuing her second doctorate in creativity and innovation, as well as an Enneagram coach. Together, we explore why startups excel at innovation, how creativity ties into trust, and how personality insights from the Enneagram can shape leadership and teamwork. This episode is packed with stories, research, and actionable takeaways. Don’t miss this inspiring season finale!