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Ari tells us what the difference is between being a trusted advisor (post-sale) and a trusted authority (pre-sale).
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Transcription
Brian: There’s a difference between being a trusted adviser and trusted authority.
Can you touch on that a little bit?
Ari: Sure.
So the whole notion of trust advisor been along around for a long time and most people will classify themselves as a trusted adviser, not as salesperson.
They are the trusted advisor.
Oh yeah, I’m just like, you’re a trusted advisor to those clients who already know you.
Sure, post sale.
But you’re not a trusted advisor, someone who doesn’t know you, pre-sale.
That’s a different way of thinking.
We have to become what I call a trusted authority, which we teach to professionals how to do consultants and advisors. That’s a different way of thinking.
You have to be positioned yourself as an authority, you have to use a trust based process to engage them and enroll them because they don’t really get to know you until after the sale.
And what I teach my clients to do is…this may sound crazy right now and it’s a bit of a bomb, but we teach our clients to stop building relationships pre-sale.
That’s the worst thing you can do.
Because relationships and trust building can now become mutually exclusive.
You can build trust with someone in a deep way. Without doing the whole fake rapport thing.
Oh, hi, how’s it going?
How’s the weather?
It’s, oh, that’s great, where are you from really.
All that is 1980s fake rapport that we’re taught to do. And you know, what the other person knows is not real anyways, they don’t want to become your friend.
But here we are trying to like get to know them better have a cup of coffee, go golfing, go network, and then hopefully one day, if they like us enough, well, then they’ll buy from us.
Well, if you want to wait a long time for that, then feel free. But I’ll tell you right now, that’s just a game everyone knows.
And we have a process and a system here we’re talking about the removes all that BS relationship building, which is fake anyways, save the real stuff when they’re a client of yours.
But instead, focus strictly only on trust building.
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