The Conversion Code

Chapter 10

How to Build Trust with an Internet Lead in Two Simple Steps

Now that we gained control over the caller, ARP'd around any early brick wall statements, and dug deep so we truly know why they are buying, it is time for us to build trust.

Building trust requires more than simply building rapport while you dig deep. It is one level of success over the phone to get someone to like and trust you; it is another to get them to buy from you. Especially when others may also be vying for their business simultaneously.

When it comes to building trust with Internet leads, I find that keeping it simple and focused works best. In fact, I have identified only two things you need to say in order to build trust and move on to the next part of the call.

The two steps that most quickly build trust with an Internet lead are:

1. 1. Cobranding: Who can you align your brand with that consumers already trust?
2. 2. Statistic: How can you convey numerically that you are the clear choice to work with?

In the real world I have used this approach time and time again with success. Here are a few examples of how I have seen cobranding + powerful stat inserted into a sales script:

At Curaytor, we manage several million dollars per year in Facebook ads (cobrand) and our average client makes $500,000 per year (stat).

At Fashion Rock, our founder discovered Britney Spears, *NSync, and the Backstreet Boys (cobrand), so more than 65,000 people apply to attend (stat) our event each year.

At Quicken Loans, ...