Podcasting for Sales - How Trust and Consistency Convert Leads

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In episode fifty-nine of Podcasts Suck, Sebastian Rusk explores the critical concept of building trust in podcasting and how it can drive sales. He also shares insights on the importance of certainty in the buying process, emphasizing that potential buyers need to trust you before they make a purchase. 

Tune in for insights on how to establish a strong foundation of trust that encourages engagement and sales in the world of podcasting.

TIMESTAMPS

[00:01:14] Certainty drives podcast sales.

[00:08:16] Podcasting as a certainty vehicle.

[00:08:37] Who do you get to become?

QUOTES

• "The faster you can get them to trust you, the faster you're going to get them to buy from you."
• "Trust is built through repetition, being consistent, consistently showing up in people's minds so that they feel like they know you."
• "Podcasting lets people hear your voice every single week and consistently you're in their ears, solving their problems, showing up consistently. And when you do that, you win. Podcast builds certainty in people's minds. When people are certain, they trust you."

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SOCIAL MEDIA LINKS

Instagram: Instagram.com/PodcastsSUCK

Facebook: Facebook.com/srusk

LinkedIn: LinkedIn.com/in/sebastianrusk/

YouTube: Youtube.com/@PodcastLaunchLab

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Episode Transcript

Speaker 1 (00:02):
Welcome to Podcast Suck, a podcast about starting,
a podcast where we diveheadfirst into the wild, wacky
and sometimes frustrating worldof podcasting.
If you've ever sat down with amicrophone, hit record and
thought what on earth am I doing?
Or if you're just curious aboutthe magic behind your favorite
shows, then you're in the rightplace.

(00:22):
Get ready for laughs, insightsand a whole lot of what not to
do advice as we embark on thispodcasting journey together.
Let's dive in what's happening,everybody.
Welcome back to another episodeof Podcast Suck Going live.

(00:43):
Today we're testing outRiverside yet again.
I don't know if the platformjust doesn't like me, or maybe
I'm not as technically inclinedas I think that I am, because I
have mangled a few episodes.
So if you use Riverside andmaybe I'm missing something, hit
me up.
Hey, thanks for tuning in.
Today I want to talk a littlebit more about the idea of what

(01:10):
sells.
When what you have to offer, itmakes them buy.

(01:32):
Literally Certainty movespeople to buying action, which
is what most business owners andentrepreneurs want.
Today, let's talk about howpodcasting builds trust in the
buyer.
So in order for them to say yes, they have to trust you.
No like and trust.
A podcast allows you to leadwith being able to do something

(01:57):
for them, interview them and,when you're interviewing them,
by default when done correctlyasking the right questions, not
being salesy, genuinely caring.
You got to understand peopleare skeptical by nature.
It is your job as a podcasthost, future podcast host,

(02:19):
wherever you may be, to set thetone and build a foundation
that's comfortable for yourlistener.
If it is, skepticism goes outthe window.
If it is, trust is establishedsooner rather than later.
And I'm telling you, the fasteryou can get them to trust you,

(02:40):
the faster you're going to getthem to buy from you.
You, the faster you're going toget them to buy from you.
Most sales strategies try toconvince people, and that's
unfortunately not how salesworks.
Of course, during a podcastinterview, you're not trying to

(03:00):
convince the person you'reinterviewing about anything
other than the fact that theytrust you.
About anything other than thefact that they trust you.
They have certainty around theconversation, which means
skepticism is not available, andthey, they have that feeling of
you know what?
I trust this person, even ifthey just met you.
You've given it to them.
Well, sebastian, that's allestablished through a podcast

(03:25):
interview.
It is because, before you startthe interview.
You are having a conversationwith them, letting them know how
the interview is going to go.
Then you're conducting theinterview in a very productive,
make it all about them mannerand then at the end chop it up
for a little bit.
Maybe you bring something upthat they brought up during the

(03:46):
podcast interview that'srelevant for you to circle back
on.
Let's talk about it right now,whatever the case may be, but

(04:08):
not being salesy.
Somebody asked me thatyesterday hey, isn't it kind of
salesy to invite someone on yourpodcast and then pitch them?
Sure, if you invite them onyour podcast and pitch them.
But that's not what we'retrying to do here talking to

(04:32):
with the person that we'retalking to and then be able to
identify an opportunity throughthat conversation.
This isn't rocket science.
You got to understand people.
The the problem is buyers don'ttrust easily.
You're a buyer yourself.
You don't just come out and go.

(04:52):
You know what I think that'sfor me, unless it's a large
brand that's established trustwith you because friends, family
, somebody close to you hasengaged or done business with
them.
Then we talk about the power ofrepetition with this process.

(05:12):
Imagine doing this once a week,twice a week, three times a
week.
Heck, how many sales calls doyou make every single week?
Or do you take?
Imagine, in lieu of an outboundsales call, it is a podcast
interview.
What does that look like?
I don't know.
You tell me.
Trust is built throughrepetition, being consistent,

(05:34):
consistently showing up inpeople's minds so that they feel
like they know you, like.
If you tune into this podcastand you listen to me every
single week and we've never met,we've built some sort of
rapport together by default.
If you ever want to start apodcast, I'm probably top of

(05:55):
mind and you're probably goingto reach out.
That's the idea.
But I had to first earn thattrust and I did that by
providing valuable content.
In this case, you're doing itby interviewing people that you
want to do business with.
Podcasting lets people hear yourvoice every single week and
consistently You're in theirears, solving their problems,

(06:17):
showing up consistently, andwhen you do that, you win.
Podcast builds certainty inpeople's minds.
When people are certain, theytrust you.
When they trust you, there's noskepticism.
When they're certain aboutsomething, when we are certain
about something, absoluteclarity there's, without a
shadow of a doubt.
This is the absolute, obviouschoice.

(06:39):
And next decision formRepetition Weekly episodes every
single week build certainty.
You're all up in their earbudsevery single week, consistently
providing value that buildsfamiliarity, reassurance.
Single week, consistentlyproviding value that builds
familiarity, reassurance.

(06:59):
You reassure them.
Real stories, real talk, equal.
This person gets me.
You ever hear a speaker talkand you're like they're talking
right to me, so what happens?
And then realness.
No filters, no bs, just yourvoice.
Plus value equals competence.
And when you've got that, peoplebuy from you because they're
confident in what you're saying.
They trust you.

(07:20):
There's no skepticism.
Here's why this leads to saleswithout selling.
Number one buyers who binge onyour podcast are already
pre-sold by the time they book acall with you.
They already know what they'regoing to do.
They've probably already made abuying decision and they're
probably already convinced.
And then, this way, you're notdoing the convincing, you're

(07:41):
doing the confirming, answeringany questions, adding some
additional clarity, whatever thecase may be, to make the
conversation just that muchsmoother.
People buy when they feelcertain, not when they feel
bullet points.
Understand Certainty versus abunch of bullet points they can
read.

(08:02):
Here's my final thought yourpodcast isn't content.
Content, it's certainty onrepeat.
If you're not podcasting yet,start.
You've been consideringstarting a podcast.
The time is now.
If it's ever shown up, maybe Ishould know.
There's not too many podcastsout there.
Are there too many books outthere?
You're creating something foryour community.

(08:23):
You're creating something foryou.
A podcast is a networkingvehicle to get in front of
people that you want to dobusiness with, to increase sales
, build new relationships, getyour social media content game
in check, become a bettercommunicator and then fill in
the blank who do you get tobecome?
Thanks for taking some time outof your day to hang out with me
for a few minutes.
There's a lot of places andthings you could be doing right

(08:44):
now, but you choose to hang outfor just a couple of minutes
here If you're listening to thepodcast.
Thanks for listening andsubscribing.
Tell your friends about theshow.
Questions, ideas, feedback.
Send me a DM on Instagram Ifyou're watching this live on
Instagram or Facebook or YouTubeor LinkedIn.
What's up live, family?
Thanks for tuning in.

(09:04):
Leave a comment below.
I do respond to each and everyone of you, lovely people.
Until next time, remember thetime right now.
Thanks so much for tuning intothis episode.
We sure do appreciate it.
If you haven't done so already,make sure you're subscribed to
the show wherever you consumepodcasts.
This way, good updates as newepisodes become available.

(09:25):
If you feel so inclined, pleaseleave us a review and share the
show with someone you knowshould start a podcast or may
already have one.
And remember podcasts suck ifyou don't have one.
Until next time, friends.