4 Hacks On Building Trust with Your Prospect

Hack 1: Trust is Built in the Limbic System
When a prospect decides whether to take the next meeting, that decision is made by their limbic system—the primitive part of the brain that controls 95% of decision-making. If something "feels right," it's your prospect’s limbic system talking. Trust plays a huge role in this.

Hack: Build trust by connecting emotionally with your prospect. It’s not just about facts and data—focus on how you can help solve their problems in a way that resonates emotionally.

Hack 2: Gain Vision Lock
To gain the prospect's trust in your first meeting, you need to achieve what we call "vision lock." This happens when your prospect's vision for transforming their current state aligns with your vision of how you can enable that change.

Hack: Focus your discovery questions on understanding their current challenges and the desired future state. Once you match their vision with your solution, you’ve created alignment.

Hack 3: The GAP Between Current and Future State
Discovery is about helping your prospect articulate their current state and the future without the problem. The gap between these two states is where your solution lives.

Hack: Use your discovery process to widen the gap between their current state and desired future state, but make sure your solution can deliver the future state effectively.

Hack 4: Emotional Decisions Justified by Data
Prospects often make decisions emotionally but use data to justify them. While the rational brain (neocortex) may cite ROI or other metrics, it’s the emotional, primitive brain driving the decision.

Hack: Don’t rely solely on data to persuade your prospect. Make an emotional connection, and then reinforce their decision with logical proof like ROI calculations.