The Conversion Code, 2nd Edition

Chapter 27How to Quickly Get a Lead to Trust You

Now that we gained control, ARP'd around any early brick wall statements, and dug deep so we truly know what matters the most to them, 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 you; it is another to get them to choose you. Especially, when so many others are vying for their attention and business simultaneously.

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

• Co-branding: Whom can you align your brand with that consumers already trust?
• Statistic: How can you convey numerically that you are the clear choice to work with?

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

Brad Inman from Inman News (co-brand) said our cofounders are the coolest guys in real estate, our work has been featured in Forbes (co-brand), and the average Curaytor client more than doubles their business in the first 12 months (stat).

At Fashion Rock, our founder discovered Britney Spears, *NSync, and the Backstreet Boys (co-brands). That is why more than 65,000 people apply to attend our event each year (stat).

At ...