3 Laws of High Trust Selling with Todd Duncan – #TomFerryShow

June 12, 2018

It doesn’t matter if you’re buying a pack of gum or your family’s home…
…You want to buy it from someone who is trustworthy, right?
Trust plays a HUGE role in the buying process.
In fact, it’s the No. 1 factor for consumers when choosing a real estate professional.
So we all agree trust is a “must-have” quality for you to succeed in this business?
Good. Because I asked the master of High Trust Selling himself, Todd Duncan, to join me for this episode of the #TomFerryShow.
Not only that, but I asked him to choose from the 14 Laws of High Trust Selling within his book and identify the three MOST IMPORTANT ones to share with you.
Keep reading to find out what he said…

The Law of the Bull’s-Eye

If You Don’t Aim for the Best Prospects, You’re Likely to Do Business with Any Prospect
Todd believes far too many sales professionals fall into the trap of doing business with high-maintenance, pain-in-the-ass clients.
If you’ve ever had that experience, I assume you would agree.
Life is too short to do business with people we don’t like.
The Law of the Bull’s-Eye is all about narrowing your focus toward the type of people you want to work with.
Todd has identified four types of prospects:

Low profit/High maintenance
High profit/High maintenance
Low profit/Low maintenance
High profit/Low maintenance

The first two, in most cases, are simply not worth the effort.
The last two are the types of clients you want to target.
Rather than using a shotgun approach to prospecting, aim for the bullseye of low maintenance clients who represent vast potential over the long run. Then, stick with them and follow up relentlessly, always from a place of genuine service.
Remember this gem from Todd: Most agents are too much about promotion, and not enough about emotion. Connect with the right people, build the relationship and gain their trust, and then reinforce that trust through your performance.

The Law of the Scale

If You Want More Business, Have Fewer Clients
Have you ever sold someone a house, and then a few years later a For Sale sign pops up in the front yard with another agent’s name on it?
Why didn’t they call you?
It hurts.
But honestly, it’s probably your fault.
That’s not to say you did something wrong in the original transaction.
It’s what you didn’t do in the time since.
Todd says the key to long-term success is adding more value to more of the right clients.
That means if you want clients for life, you’ve got to talk to them throughout their life… NOT just when they’re buying or selling.
When you follow up regularly, build trust and create someone who knows, loves and trusts you, you’re going to get more business from them.

The Law of the Encore

The Greater the Performance, the Louder the Applause
Do you think of your role working with clients as a performance?
It might help you if you did.
Because your goal with every client should be to perform at a level that demands an encore.
Providing that 5-star, off-the-charts experience is entirely up to you. From High Trust Selling:
“The fact is behind every great performance is a passionate, motivated and committed person – whether we’re talking about a rock band or a real estate agent. Behind every bad performance is a bored, complacent, and indifferent person. And in the business of sales, you choose which you will be.”
Don’t be that bored, complacent salesperson. Step into every appointment like you’re walking on stage, loving the spotlight and determined to leave the audience clamoring for an encore.
What lessons did you learn from Todd? Share your thoughts below!