Codie SanchezFounder @ Contrarian Thinking

Build Trust Better Than Everyone Else

1 Oct 2026 · 1 min

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0:58

Codie Sanchez breaks down four tactics to build trust and close more deals: be honest about who your product isn't for, like Patagonia's "don't buy this jacket" campaign; build a proof vault of case studies you can pull in seconds; use a give-give-give-ask outreach formula; and pitch from a guide, not a script.

Chapters

Dude, I've sold hundreds of millions of dollars, and one of the dumbest pieces of sales advice I've ever heard is that you have like a magical closing one-liner. There are 4 ways to build trust and 10x your sales, and it's not a closing one-liner. The first is the anti-sales playbook. Your product isn't right for everyone. Anti-sell them. Be honest. Tell them. Patagonia literally ran an ad that said, don't buy this jacket. Number 2 is have a proof vault. Every DM before and after video. Organize your customers by type. You pull the right case study in 30 seconds and you show, don't tell. Then 3 outreach templates. I like the formula give, give, give, ask. So 3 to 1 in 4 touchpoints. If you can't offer 3 valuable things before asking for money, then you're just obnoxious. And finally, I would say a pitch document. It's not a script, it's a guide. I break down exactly how to build each one of these in actually chapter 6 of Own or Be Owned. And so if you want to steal my homework, you can do it right here.