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It's all about trust. Because here's the truth: nobody buys from someone they don't trust. Doesn't matter how good your product is.
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Zig makes this point crystal clear: people are skeptical. They've been burned before. They've heard promises that didn't pan out. So when you show up talking about how great your thing is, their guard is already up. Your first job isn't to sell – it's to prove you're different from all the other salespeople who let them down.
He also talks about something called "proof sources" – basically, ways to show (not just tell) that what you're saying is true. Testimonials, case studies, data, demonstrations. Real evidence that backs up your claims.
Key Takeaways:
Trust is earned in drops and lost in buckets – don't mess it up
Stories and testimonials beat fancy claims every single time
Honesty about weaknesses actually builds more trust than fake perfection
Your reputation walks into the room before you do
If you promise something, deliver it – no excuses
People remember how you made them feel, not what you said
Your Action Plan:
First, collect three solid testimonials or success stories from happy customers. Get specific numbers and real results. "It was great" doesn't cut it – "We saved $15,000 in three months" does.
Second, practice admitting when your product isn't the right fit. Seriously. Tell someone "This might not work for you because..." and watch how much they trust you after that.
Third, follow up on everything you promise. If you say you'll send something by Tuesday, send it Monday. Small actions build big trust over time.
The big takeaway? Stop trying to be the smoothest talker in the room. Be the most honest one instead. When people trust you, they buy from you. When they don't, nothing else matters.
Earn it every single day.