Why Should I Trust You?

"Why should I trust you?"

Every cold prospect is silently asking this in the first few minutes of a sales call.

Most salespeople answer by gushing about themselves. Their credentials. Their services. Their process.

The prospect nods politely while thinking: "Is this the same pitch you give everyone?"

The fastest way to earn trust isn't talking about yourself. 

It's naming their problems before they do.

Early in a call, share exactly three business-level problems the prospect is likely experiencing. 

Not your services. Not features. 

Three expensive, painful problems in their language, not yours.

Short phrases. Three to seven words. The kind of thing that keeps a founder up at night.

Then stop talking and ask: "Which of these three sound familiar?"

The prospect leans in. They pick one. Sometimes all three. Now they're not evaluating you. They're talking about themselves.

That's not charisma. That's choreography.