Trust in Sales

"The Language of Trust: Selling Ideas in a World of Skeptics" by Michael Maslansky

Introduction

Today, skepticism is the default. When dealing with businesses, institutions, or governments, people often assume the worst. So, how do you break through this wall of doubt? The answer lies in communicating on their terms.

In "The Language of Trust: Selling Ideas in a World of Skeptics," Michael Maslansky tackles the challenge of earning trust in a world filled with doubt. If you’ re a salesperson, leader, or anyone who needs to communicate vital information, you must understand that trust isn’t built by simply presenting facts and logical arguments. It’s much more about tapping into emotions than appealing to rationality.

Think about it, ”how often do people believe something just because it's true? Rarely.
People have to want to believe you before they will believe you.
Your primary goal should be to create a foundation of openness where your message can truly be heard.

Much of the job of effective communication is about building that foundation of openness so that a message can be accepted. So that the lines of communication are open.
And that is about building rapport.

But here’s the catch:
Many people automatically tune out anything that doesn’t align with their existing beliefs.
So, how do you connect?
You need to find common ground between your ideas and their worldview. This requires a deep understanding of how skeptics think and what drives their doubts. It’s not enough to just present your perspective you must first acknowledge and accept theirs as valid. Only then can you engage them and persuade them to listen to what you have to say.

So, are you ready to shift your approach and truly connect with your audience? Start by seeing the world through their eyes, and you’ll be well on your way to earning the trust you need to succeed.

Part One: The New Language of Trust

The Post-Trust Era (PTE)
Maslansky begins by defining the Post-Trust Era (PTE), characterised by a significant decline in trust in institutions, businesses, and governments. This decline was exacerbated by events like the 2008 financial crisis, leading to pervasive skepticism where people no longer take statements at face value. The PTE requires communicators to go beyond simple truths and engage with the audience's emotions and worldviews.

The Roots of Mistrust.
We are now communicating in the post-trust era (PTE). Yesterday’s trust has become today’s skepticism. The simple path doesn’t work anymore. You communicate simple truths about your product and no one believes you.  And politicians approval ratings are among the lowest in history.
In a phrase, trust is out, skepticism is in.
Typically, people generally become more skeptical as they gather more experience in the world, but today skepticism is found everywhere, from the young to the old. Here are some of the reasons why:

• We have much more information.
• We have seen behind the curtain.
• We don’t want to be told what to think.
• We have shorter attention spans

Understanding Skeptics

To communicate effectively with skeptics, it is crucial to understand their mindset.

Skeptics are not just looking for facts; they need to feel understood and valued.
This involves acknowledging their concerns and perspectives as valid, which lays the groundwork for meaningful engagement.
You need to understand them really well to motivate them to listen and then act.

You see your facts are labeled as “half-truths” whenever they tell a story people don’t want to hear. And rather than pulling a skeptic halfway toward your view, a perceived half-truth pushes them farther away. 

Lessons from the PTE (The Post Trust Era)

Maslansky outlines several key lessons for communicators in the PTE:

1. Truth alone is not enough: Facts need to be presented within a context that resonates with the audience's beliefs
2. Your Truth vs. Their Truth: Recognise that different audiences have their own versions of the truth, shaped by their experiences and perspectives.
3. Silence is not an option: In a world where silence is often interpreted as guilt, communicators must proactively share their narratives.
4. Consistency is crucial: Mixed messages can undermine credibility. Ensure that all communications align across different platforms and audiences.
5. External validation is essential: Messages are more credible when supported by third-party endorsements rather than coming solely from the organisation.  [External Validation is less effective if the person has an Internal Bias]
6. Actions speak louder than words: Words must be backed by meaningful actions to build trust.
7. Purpose and values matter: Organisations must stand for something beyond profit to resonate with today's skeptical audiences.

Part Two: The Four Principles of Credible Communication

Make no mistake that communicating with trust is about much more than words. It involves the way we think, and the way we act. But it starts with words—and those who learn the language of trust are the ones who will hold the keys to success in the new era. There's also Sales language

• The language of trust is the language of your audience.
• The language of trust puts control in the hands of your audience.
• The language of trust is authentic. 
• The language of trust recognises that we all have flaws.
• The language of trust validates objections 

Maslansky introduces four principles that form the foundation of credible communication in the PTE: Be Personal, Be Plainspoken, Be Positive, and Be Plausible.

1. Be Personal

• Empathy and Relevance: Effective communication starts with understanding the audience's needs, concerns, and values. Messages should be tailored to resonate personally with the audience.
• Human Connection: Use personal stories and anecdotes to create a human connection. This approach makes messages more relatable and memorable.

2. Be Plainspoken

• Clarity and Simplicity: Avoid jargon and complex language. Clear and straightforward communication is essential to ensure the audience understands the message.
• Transparency: Be honest and transparent about both positives and negatives. This openness builds credibility and trust.

3. Be Positive

• Optimism: Focus on positive outcomes and solutions rather than problems. Positive language inspires confidence and action.
• Constructive Communication: Frame discussions in a way that encourages improvement and collaboration, rather than fear and negativity.

4. Be Plausible

• Realism and Evidence: Ensure that messages are believable and grounded in reality. Avoid overpromising and provide supporting data to back up claims.
• Acknowledging Flaws: Being upfront about imperfections can enhance credibility. Audiences appreciate honesty and are more likely to trust those who admit their shortcomings.

Part Three: Practical Application of the Principles

Getting the messages right is only half the battle. If you start selling your product too early, or fail to place the messages in the appropriate context, the right messages will still fail. 

There is a process—a strategy—for communicating the right messages at the right time and in the right way to inspire trust in your audience. 

Look at the graphic below that depicts the order of your communication which is critical to your ability to engage skeptics. 

Engaging the Skeptic 

Engagement is the first step in any effective communication strategy. This involves finding common ground and addressing the audience's concerns before presenting your own arguments.

To really engage someone you need to build Rapport.

Techniques such as asking open-ended questions and actively listening to the audience's perspective are crucialâ.

Building Trust Before Offering Solutions
Maslansky emphasizes the importance of establishing trust before attempting to sell a product or idea. This involves demonstrating that you understand and prioritise the audience's interests. Only after building this foundation should you present your solution, ensuring that it aligns with the audience's needs and concerns.

Many salespeople assume that if they’ve gotten this far that closing the deal is just a matter of getting the facts are out on the table. 

WRONG !!

The minute you make the shift to selling, their antennae will perk up as they ready themselves to say, “No, thank you.”

Have you ever noticed where you share common ground with a prospect. Like golf. That when you get down to business the whole atmosphere in the room changes. If you want to avoid that you need to build real Rapport. 

Context is the crucial step that lays the groundwork for them to understand why what you’re selling will actually help solve the problem and be in their interests, too. 

The Rules of Engagement 

Rule 1: Understand Their Truth 

Understanding Their Truth is a two-step process. 

Get a clear picture of your audience. 

Then think in depth about the issue from their perspective. For this step, industry knowledge is extremely helpful. 

But there are ways to really get to know people. 

Rule 2: Find Common Ground 

[I really don't agree with this common ground approach unless perhaps it's common ground related to values]

Over and over again, we see that good messages fail because they get ahead of the listener. 

The idea is to get the listeners to nod their heads in agreement, which lets you know they’re actually listening. 

Rule 3: Ask and You Shall Receive 

The goal of engagement is to get people talking—and ideally, to put them at the center of the dialogue.
Asking questions is often the quickest way there.

That's the essence of Question Based Selling.

It’s Not About You: Putting Their Interests Before Yours 

Many salespeople wax lyrically about their product's features or standard talking points without taking the time to think about to whom they are selling or why the buyer would want to buy. 

I guess it is easier to learn about the features of a product or the arguments to support a product than it is to tailor either of them to the specific needs of the prospect. 

Or maybe it's that we are raised to believe that the art of “persuasion” is about making the most convincing arguments in an effort to “win someone over” to your side. 

Here is a three-step approach for creating high-plausibility responses.

• Acknowledge and validate the other person. 

• Agree in first person—and if possible, amplify the other person’s concerns. 

• Add new, unbiased information 

Don’t Ever Tell Them What to Do 

Putting People First: A Language and a Mind-Set 

Remember a quote i have put forward a number of times ...
“They won’t care how much you know until they know how much you care”
Teddy Roosevelt

Case Studies and Examples

The book provides numerous case studies and real-world examples to illustrate the principles of credible communication. These examples show how different organisations have successfully applied these principles to overcome skepticism and build trust with their audiences.

Part Four: The Medium and the Message

Adapting to Digital Communication
The principles of credible communication apply across both online and offline platforms. However, the digital age presents unique challenges and opportunities. 

Maslansky discusses how to adapt messages for digital platforms, emphasising the importance of engagement, transparency, and authenticity in online communication.

The Role of Social Media Social media has amplified the speed and reach of communication, making it even more critical for organisations to be responsive and transparent.
The book offers strategies for using social media effectively to build trust and engage with audiences in real-time.

Banned Phrases … Getting Rid of Phrases that Hurt You

Are You Kidding Me?  Statements 

These phrases are united by a common theme: it is hard to believe anyone would think that they can achieve their purpose.

1. “Trust me” or “Trust us.”
2. “If I could promise you this, would you buy…”
3. “We speak your language.”

Sincerely Unbelievable Statements 

It is hard to convince many people that the companies that are responsible for customer service and communications actually do care about customers.

1. “Your call is important to us.”
2. “We care about our customers.”
3. “Our interests are aligned.”

Too Good to Be True Statements 

In the PTE, we are no longer willing to suspend our disbelief and believe just because you want us to.

1. “A best-of-breed product.”
2. “Achieving your dream retirement.”
3. “We give you guaranteed results.”

Because I Said So Statements 

Some phrases today fail out of sheer arrogance. 

1. “Our products are safe.”
2. “This is the right product for you.”
3. “The fact is…”

When Worlds Collide Statements 

There are many situations where you are desperate to communicate your side of the story because, in your mind, you are in the right.

1. “What you need to understand is…”
2. “Our hands are tied.”
3. “If we don’t do this, it will hurt our business”

I Can Explain Statements 

Skeptics believe that you are guilty until proven innocent. So they are willing to accept a critic’s portrayal of you as the bad guy without a great deal of circumspection.

1. “This was taken out of context.”
2. “I voted for the $87 billion before I voted against it.”
3. Anything in fine print

Fearmongering Statements

1. “Are you concerned about security for your family?”
2. “Act now or you’ll miss this opportunity.”

Conclusion: A New Era of Trust

Maslansky concludes with a hopeful vision for the future, where the language of trust becomes the cornerstone of all communication. By embracing honesty, transparency, empathy, and acknowledgment, communicators can build lasting relationships based on trust. 

This new approach not only benefits individual organisations but also contributes to a more honest and respectful society.

Summary

"The Language of Trust" by Michael Maslansky is valuable reading for anyone looking to communicate effectively in today's skeptical world. 

By adopting the principles of being personal, plainspoken, positive, and plausible, communicators can build trust and connect more meaningfully with their audiences. 

The book offers practical strategies and real-world examples to help readers navigate the challenges of the Post-Trust Era and succeed in their communication efforts.