The TRUST Show

This is a short chapter—and a short episode—but one that deserves to stand on its own. In this episode, I read Chapter 14 of The Trust Premium, continuing Part III: Behaviors That Will Make Your Customers Trust You.

We look at how trust is shaped in the earliest moments of a professional interaction. From being on time and showing your face, to being prepared and present, the way you manage time, intimacy, and first impressions can...

In this episode, I read Chapter 13 of The Trust Premium, continuing Part III: Behaviors That Will Make Your Customers Trust You. This chapter explores one of the most fundamental trust-building behaviors: being real.

We all have a built-in BS detector—and your customers are no exception. In a world of hype, inflated claims, and performative professionalism, the No-BS approach stands out. From setting realistic expectations to admit...

In this episode, I read Chapter 12 of The Trust Premium, which marks the start of Part III: Behaviors That Will Make Your Customers Trust You. This chapter covers the first of five key trust-building behaviors—and it challenges the old mantra that “the customer is always right.”

Instead of defaulting to agreement, trusted professionals know when to speak up, when to offer guidance, and when to say “no.” In this episode, we explore ...

In this episode, I read Chapter 11 of The Trust Premium, which brings us to the conclusion of Part II of the book. This chapter steps back from the model and the laws to explore the deeper foundations of trust—the underlying principles that guide how trust is built, lost, and earned. We look at relativity, the idea that trust is not one-size-fits-all; empathy, the ability to see the world through your customer’s eyes; no-BS, the po...

Trust isn’t just about who you are—it’s also about what you do in every interaction with a customer. In this episode, I continue reading Chapter 10 of The Trust Premium, focusing on the three key components that shape trust in the moment: Positivity, Time, and Intimacy. I discuss why radical honesty (No-BS) and empathy are essential for building trust, how first impressions and consistent behavior impact trust over time, and the ro...

Do your customers truly trust you, or do you just think they do? In this episode, I read Chapter 9 of The Book of TRUST, where we explore the surprising trust gap between businesses and their customers. Then, I dive into the first half of Chapter 10, introducing the Relative Trust Model and focusing on the first three components that shape trust before an interaction even begins: Competence, Personality Compatibility, and Symmetry.

Trust isn’t just about honesty or reliability—it follows specific patterns and behaviors that influence every interaction, especially in the customer-provider relationship. In this episode, I read Chapters 7 and 8 of The Trust Premium, where we transition from why trust is essential to what trust really is.

I’ll introduce my definition of trust and break down the Eight Laws of Trust, which challenge common assumptions and reveal ho...

In this episode, I’ll be reading Chapter 6 of The Trust Premium—The Bottom-Line Impact of Trust Premium.

So far, we’ve discussed how trust drives revenue through higher pricing and customer preference. But what about profitability? Today, we’ll break down how trust doesn’t just boost your top line—it multiplies your bottom line. From increasing gross profit margins to lowering customer acquisition costs, we’ll quantify the real fin...

Not all industries command the same Trust Premium. In this episode, I continue reading from The Trust Premium and explore why trust matters more in some industries than others. From painters to surgeons, financial advisors to insurance agents, I break down how factors like risk, complexity, and customer relationships shape the Trust Premium. Understanding these differences can help you position yourself where trust has the most val...

In this episode, I continue reading from my new book, The Trust Premium, sharing the first part of Chapter 5. This chapter explores how trust translates into both Trust Preference and Trust Premium, impacting customer decisions in different ways across industries. In this section, I define three key terms—Trust Preference, Trust Premium, and No-Trust Discount—and explain how they shape buying behavior. Join me as we break down the ...

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 premiu...

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 t...

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, tr...

In this final episode of The Trust Show for 2024 and Season 15, I’m revisiting my roots in creativity and innovation research. I’m joined by Dr. Heather Hodges, a Dallas-based expert pursuing her second doctorate in creativity and innovation, as well as an Enneagram coach. Together, we explore why startups excel at innovation, how creativity ties into trust, and how personality insights from the Enneagram can shape leadership and t...

Drones have been flying over New Jersey for weeks, sparking public fear and frustration. The government says it doesn’t know who’s operating them but insists there’s no reason for concern. In this episode, I break down the situation through the lens of trust—exploring why the government’s response feels contradictory, incompetent, or worse. From public safety risks to the erosion of trust, I uncover what this means for you, me, and...

In this episode of The Trust Show, I’m joined by my friend and renowned sales expert, Mark Hunter, also known as "The Sales Hunter." Mark and I dive into the critical role of trust in sales, exploring how the "trust premium" transforms prospecting success. We discuss why traditional cold calling is dead, how to build trust that precedes your reputation, and how delivering value can turn one sale into the next. Mark also shares stra...

ChatGPT and similar tools are transforming how we interact with technology, making computer communication feel increasingly human. This echoes Alan Turing's 1950 Turing Test, which questions whether machines can exhibit behavior indistinguishable from humans. In this episode, we explore whether computers can fool us into believing they're human, whether we want them to, and the implications. I'm sharing a special recording from Per...