In this instructional segment, the speaker emphasizes that trust is the fundamental driver behind any purchase, regardless of product or service. He outlines practical methods for establishing trust with prospects by identifying and leveraging common ground—such as shared backgrounds, interests, or observable details (e.g., accent, cologne, children, sports affiliations, tattoos, pets). The talk stresses authenticity, mirroring language, and genuine curiosity while warning against forced or insincere attempts. He advises salespeople to steer clear of polarizing subjects like politics and religion unless the client initiates them, to prevent alienating the buyer. Throughout, the speaker provides concrete conversational hooks and situational examples for both face‑to‑face and phone interactions, positioning trust‑building as a precursor to sustained interest and successful negotiation in future sessions.
Chapters
Hey, my friend, I believe you are doing well. Hey, today we will talk about the center, the center, the center of every sale. Listen, it doesn't matter what you sell, what you are selling, if it's a service or product and business. Most of the time, people buy because they trust you, because you establish trust. If they don't trust you, they're never ever going to buy. I mean, Ask yourself when the last time you say yes and you put out your wallet and give the money. It's because you trust. It's because you trust the person, right? So as a salesperson, we will talk about how to establish trust. How to establish trust. Now, when it comes to trust, I mean, there are just certain patterns that you cannot break. People really, really lack. Other people will look like them. So either they will use certain things. If a woman is buying from a woman, there's going to be what I would call unfair advantage, right? And from that moment, you can establish trust to that. Let's say somebody's buying, somebody will have something in common with you. So maybe when a woman buys from a woman, they have something in common. They are both women. Right. Let's say a man, they say almost similar thing, but you don't want to rely only on that. To establish trust with another person, you must find some common ground that you have with the person. What do you have that that person like? What do you notice on the person that you like or you can identify with it? Hey, don't just do it. Don't just say in a state of just say. People know when you are faking. Let's say you walk to my shop and you know you you walk to the shop or maybe I'm on a phone with you and trying to sell you something. I hear your accent. For example, I mean I'm in America. I'm in America and I have an accent. So another person probably be like, oh, where are you from? And then I may say, well, I'm originally from Cameroon. And the person says, oh, I'm from Nigeria. I say, oh, wow, that's great. How long have you been here? Oh, I've been here for— there for 20 years or 21 years. How about you? Oh, man, I've been here all my life. I was born here, or I came here, my parents came when I was little. That's a common ground. Most of the time, this person will feel like, now I'm talking to a family member. I'm talking to somebody, hey, we are connected. Right? So that creates a common ground. Another thing can be, you know, I see you walk to my shop and— or not, maybe I didn't see you walk to my shop, I'm on the phone with you. And then I say, yeah, I can definitely— maybe we are talking about a sale and when I say something you say, oh, hallelujah. Uh-huh, I know you are a believer, right? Next time when you talk, I mean, I can say amen. You have to mirror your client. You have to find common ground. Do this only if you are a believer. If you are Muslim and you're trying to play this, they can tell that, oh, okay, we don't answer this that way. That's just something both of you guys have in common, right? Now, when it's face-to-face client, for example, how could you pick some stuff and like? Let's say the guy walk in, he have some shiny shoes, or he just smell certain way, right? And you love that cologne. You can stop and be like, hey, tell me, what cologne do you have on? Like, like, literally, you are whispering. When you do that, the person will be like, huh, I'm important. They can tell you, hey, I have Louis Vuitton. You say, oh my God, can I write? Which one is that? And you even write that down. Do that only if you really like the cologne. And now you create a common ground. Like, man, I love the odor. I love that cologne. Or maybe that could be a cologne that you used before. You guys can start talking about it. There's so many things you can use. You can see the person walk in with the young lady. You can reach out and like, man, hey, how old is your daughter? Oh yeah, she's 3. Oh, I have a 2-year-old. Oh my gosh, I didn't know how hard it was to raise a kid. Tell me a little bit about your daughter. Now you create a common ground. And this is how you establish trust. Trust, because in reality, nobody know anything. Nobody know anybody. You can give birth to a child and they kill you when they turn 20. I mean, so trust is something that you can establish from see something, from establish something in common between you and another person. Another thing, let's say somebody walk in and they have a t-shirt on the back will say Etofis. For example, you know this guy is a fan of Eto'o. You can look at me, oh, I like your Eto'o, I like your shirt. You just want to make sure they love football. That could be that they just have a shirt. You don't want to piss them off, you know. Hey, I, I mean, I like that uniform. Where you get that from? Simple question. This is if you love football. They'll be, oh yeah, man, we— I'm a fan of Eto'o and blah blah blah blah blah blah. Eto'o is one of the Cameroonian football players, if you, if you don't know him. Now, if you love football, you guys can start talking about football. Hey man, what do you think about this thing and that thing? About, you know, what's going on with the national team and all that. When you talk just for a few seconds while you are working on your deal, you establish trust. The person will feel like, man, you are my brother. You know, we love something in common. We have this Thing in common. If you can be a woman who is selling something, you see another woman, you know, women love hair extensions. You can be like, man, where you buy your hair extensions from? Man, I love it. And the person can start telling you about their hair extensions. Make sure you are a woman and you love hair extensions. Matter of fact, when you do that and you guys start talking about that, it's trust. So, how do you establish trust? You find something in another person that you really, really like and express it. You guys talk about it. You guys become like a buddy-buddy. People who ride bike, like bike rider, they love each other. Not because really they have nothing in common. It's just the bike that they love. It's because of the bike. Look at people with tattoo. When you walk somebody and one person with tattoo all over the place, And another people with tattoo also, they will they will congregate. Like hey, we're the tattoo guy, man. We think differently. We that's how human beings establish trust. That's how people establish trust. So you know how to establish trust with the client. Find something in the client that you like, you appreciate it, that you can relate with it. Make sure you are authentic. Don't fake. Don't be a man and say, hey man, I like breasts. And that may work, but you can blow the deal with it also. They can look at you like, man, this is weird. Um, make sure it's authentic, make sure they're comfortable, and watch the level of show interest. If it's, you know, the type, you know, if it's the type, if it— they, they're not— it's not clicking, find something else. And if you're on the phone, you hear the dog bark in the background, say, hey man, what kind of dog do you have? They say, man, I have, uh, this is, um, uh, maybe a, a, a bulldog. You're like, man, make sure you love dog. Man, I have dog. Tell me about your dog. How you do it, man? I have mine. Sometimes they keep me up all night. How about you? You start talking about stuff. Make sure you avoid politics as much as you can because you can rub somebody the wrong way. And avoid religion as much as you can because those things sometimes can bring controversy unless the person brought up. Don't bring politics up. If somebody bring politics, line up with themselves if it's your belief. And religion, the same thing. If it match with your belief. But I would say to avoid that. I see people blew the deal because you may have somebody who's a believer, but the way he believes is different. Like, man, if you don't have a cross, you're not a real believer. Or if you speak in tongues, you are lost. Or if you don't get baptized in the whole river, you're not a true believer. All these things. So it could be controversial. Forget about religion, forget about politics, and focus on the personal one-on-one thing, most likely. Hey, I believe you learned so much— how to build rapport, how to establish trust with the customer. And when you do that, trust me, you just go ahead and press the button and they will be like, you know what, you are my brother, you are my friend, we are together, we are similar, we think the same way, we do things the same way. So make sure you practice that and practice over and over Tomorrow we will talk about how to create a— how to create and sustain interest. You know, when somebody say, man, I'm interested in this, how could the person stay interested and all that? So we'll deal with that tomorrow. It's going to be hot, hot, hot. After you go through this cycle, man, you'll just be like, whoa. You'll be the best, best, best in your industry. Not just in your industry, but wherever you go, you know exactly how to negotiate. I use this technique and I negotiate, I mean, million-dollar deals. Trust me, sometimes what you need, sometimes it's not so much money, but it's the way to negotiate it, the way to push people to say yes to you. And that is the key. That's what we are pushing for. All right, see you tomorrow.
