REAL AF with Andy Frisella - 3 Things You Need To Get Your Customers To Trust You, with Andy Frisella - MFCEO224

Episode Date: March 23, 2018

Businesses ask me all the time, “how can we get our customers to trust us?” Trust is incredibly important. But when people ask me that, I already know something is wrong with their thinking. In this episode, I explain why, and identify what you really need to do to establish the kind of rock solid trust that leads to loyalty - which is THE quality you want in your customer base, in order to build a wildly profitable business and brand.

I can stack them hundreds to the roof. I ain't stopping till they stack to the moon. Without me, my family wouldn't have food. Anybody go against me, gotta lose. What is up guys? You're listening to the MFCEO Project. I'm Andy. I'm your host and I am the motherfucking CEO. What is the purpose of this podcast? Well, it is to help you become a motherfucking CEO. You have to realize, and I made a post yesterday regarding this, that becoming a CEO requires you to become a CEO of you first. That's the mission of this podcast. That's what we talked about yesterday. Oh, by the way, I'm hitting you two days in a row because I realized that I shortchanged you guys this week and I wanted to keep good on my promise to give you two per week. But I do have something that

you need to understand. And this is going to be short, by the way. This is going to be, you know, I don't know, five minutes, maybe 10 minutes max, because the point is short and sweet. But before we get into that, I want you to understand, it's kind of like just building off of what we talked about yesterday. You have to decide that you're going to hold the disposition of a CEO before you ever become a CEO. Okay. A lot of people think that they are just going to do their job and somebody is going to come along and be like, Oh, okay. Uh, you look like you'd be a good candidate for the next thing, for the next thing, for dude, where you're going to end up

10 years from now starts in your brain.. It starts with you holding that disposition now. It starts with you acting in that way now. Okay. Good friend of mine, Ed Milet, one of the most successful guys that I know personally, and one of my best friends, he'll tell you, I was a wealthy man in my head when I was still broke. I was pretending to be a wealthy man before the money ever showed up. And that's so true. And when he says that, because he says that when he speaks, I relate to that because I was the same way.

When I look back, when I was young, when I didn't have any money, I knew, I didn't think, I didn young, when I didn't have any money, I knew, I didn't think, I didn't hope, I didn't wish, I fucking knew what I was going to end up being. I knew it. I just knew it. And you guys have to make that up in your mind, no matter what you're doing. If you're cooking French fries, if you're, if you're, you know, uh, sweeping the floor, if you're packing boxes, dude, we all fucking start out there, but you've got to take on that disposition. Now you've got to take on those qualities. Now you've got to put great information from all these other people who have been successful into your brain now so that it

gives it time to properly cultivate and grow and blossom into what you're going to be. It's not just going to be someone coming to you and pulling you along. All right. I know we hammered on this yesterday, but I can't tell you how many people don't grasp this concept. They hear the words, but they don't listen. They hear me say these things, but they don't listen to how important it is. And guys, whatever you think you are right now is what you're going to be 10 years from now.

It's just the way it works. So go back and listen to yesterday's podcast And go back and read my post from yesterday And really think about what I'm saying Because it really is about the disposition Before it's about the position And that's the reality of how this works Now with that being said guys Before I get in to what I'm going to talk about And honestly I could just cut the fucking podcast off there

And it would be good value But I've got something good I going to talk about. And honestly, I could just cut the fucking podcast off there and it would be good value. But I've got something good I want to talk about today. It's very practical for you. Okay. Before I get into that, guys, if you listen to this podcast and if you enjoy the podcast and if it's brought you value and improved your life, I'm asking you to do something for me. I'm asking you to refer a friend to the podcast. That could be by telling them, it could be by making a post, it could be like tagging them in my post and asking them actively to follow and follow the podcast. I would like you to go leave a review and I'd like you to make sure that you're subscribed to the podcast. Those three things help

me out tremendously. They're free. It takes you five minutes to do. And guys, if you listen consistently and you've listened to 200 episodes and you only ever referred one friend, you're kind of fucking me. All right. I'm doing my part. You know, for every episode you listen, I would appreciate it if you would just do some groundwork for me and help me grow this movement. Because the truth is, you know, and I know the world fucking needs this information. I know it does. You know, it does. So let's both do our parts. All right. Now, guys, here's what I want to talk about today. I'm going to give you three very practical steps that you are going to want to write down and you are going to want to ask

yourself really what they are questions. Okay. to help you self-evaluate you know I get asked by businesses all the time and by people all the time who have you know small businesses or they're starting out with just a little bitty brand and they just want to get it going and they understand the basis of sales right sales is is a kind of a snaky thing for a lot of people. They feel dirty, they feel snaky, they feel weird doing it, and that's because they're not providing enough value, all right? When you provide more value than what you asked for, in return, sales doesn't become something that you're afraid to ask for, okay. It doesn't become something that feels slimy or snaky or, you know, unethical. Sales only feels that way when you know you're trying to trick the customer.

When you're providing a real solution, when you're providing a real product that helps people, when you're doing it the right way, you will never feel slimy. So if you feel fucking slimy, you got to look at yourself and say, Hey, why am I, why am I doing this? What am I selling? And it's probably something that really doesn't help people that much. That doesn't provide that much of a solution. Or you could be looking at the wrong way. For example, if you're a car salesman and you feel slimy about selling cars, it's probably because you're not focusing on the benefit or the solution that you're providing by selling someone the car. And that solution, guys,

when you sell a car, it doesn't have to be just transportation. It could be making someone feel cool. Nobody buys a Corvette or a Ferrari or a Lamborghini because they want to get from A to B. They want to feel fucking cool. And you know what? That's a legitimate problem. That's a real problem to solve. And you have to identify the real problem and understand that what you're selling solves the problem for someone in some way. So I would challenge you to look at things from a different perspective. But at the basis of all sales, trust is what matters. And I get asked by people all the time, how can we get our customers to trust us? And I get why that's a huge thing for them. Trust is the key component of sales. Customers need to trust a brand because who the

hell is ever going to buy a product or service from a company that they don't trust? The answer is nobody. If you don't trust someone, it means you have questions about their character. You aren't sure if they're a good person. You aren't sure if they're going to screw you. Okay. Are you going to hire a babysitter who was a convicted sex offender? Fuck no, you're not going to hire them. Okay? If you don't trust someone, it means that you have a question about their capabilities. You don't think that they're actually able to do what they're promising they could do. Would you ask a 14-year-old kid to drive a school bus? No, because you know he can't fucking do it.

Okay? If you don't trust someone, you're going to question their motives, whether they have your best interests at heart. Okay? If Count Dracula, the vampire, someone, you're going to question their motives, whether they have your best interests at heart. Okay. If, if count Dracula, the vampire asked you to come stay at his place overnight, are you going to accept? Fuck no, you're not going to accept because you know, he's trying to suck on your neck and get some fucking blood. All right. You know that his motives are to fucking eat you.

All right. And people know this too. If there's no trust between a company and a customer base, there's no business, there's no sales, there's no profits. And guess what? There's no fucking future. But truth be told, when business people ask me, how can we get customers to trust us? I automatically assume that there's something drastically wrong with their company and its leadership and their culture. I know that because of the way they ask the question. The wording reveals everything. Think of it. They're asking me, how can we get our customers to trust us? And that's implied that they're trying to trick and manipulate and get customers to trust them on false pretenses when they're not

doing the things that are going to cost trust. The reality is you shouldn't have to get your customers to do anything. Get is a manipulation. It's a coercion. All right. That's not how you establish trust. The first step in establishing trust is to ask an entirely different question. Okay, you've got to invert that question and flip it around. It's not how do we get our customers to trust us, but rather how can we as a company become more trustworthy? That's the right questions. If you want your customer to trust you, you've got to become more trustworthy. All right, and that means you've got to ask these three questions.

All right. And these are the questions that you need to write down. Question number one, does our business have a good, solid moral compass? Or are we shady? Or do we do the right thing? How can we be more consistent in doing the right thing by customers? That's question number one. Question number two, are we the best or at least great at what we do? How could we be better? How could we be the best? How could our product or service

be the absolute highest quality it could be? All right, that's question number two. And question number three is this. Do we really have the customer's best interest in mind? And what this means is this. Do we always just go for the sale? Are we always trying to turn the customer upside down and empty out his pockets and shake every penny out of them?

Are we always trying to upsell? Or do we only offer the customer the real solution that they actually need? And do we help them use our product to the maximum benefit to them? Remember what I said. If you feel like you're overselling them, you're gonna feel slimy about it.

If you're a manager and your employees aren't wanting and aren't performing at a high level, it's a good chance they don't believe that we don't have the customer's best interest in mind. All right. It comes down to three things, you know, character, competency, and motives. Those are the three things that build trust before the sale. And if you don't have trust, you'll never have the fucking sale. And here's the best thing, all right? By building trust with your customers over and over again, by telling them the truth, by acting in their best interest, okay, they're going to trust you. And when you do this over and over again, when you have a situation where you can show them that you care,

you could have their best interests in mind, you could solve real problems without overselling them, people are going to start to trust you. And when they start to trust you and they trust you long enough, what happens? You become loyal. Customers become loyal. And loyalty loyal and loyalty is the most valuable thing that you can ever build between your brand and a customer. It makes you immune to other competitors actions. It makes you immune to market fluctuations. It makes you immune to sales and price fluctuations because people are loyal. They're only buying from their friend, Andy, because Andy never fucking lies to him. Andy always has their best interests in mind. Andy always does what's right. And Andy always fucking delivers. And that's how you build a brand. That's how you build wealth. Okay. So stop asking the question, how do we get our customers to trust us?

And start asking the question, how can we become more trustworthy? Outro Music