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!