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

00:00:00.000 I can stack them honeys to the roof. I ain't stopping till they stack to the moon.

00:00:05.000 Without me, my family wouldn't have food. Anybody go against me gotta lose.

00:00:12.320 What is up, guys? You're listening to the MFCEO Project. I'm Andy. I'm your host, and I am the motherfucking CEO.

00:00:20.300 What is the purpose of this podcast? Well, it is to help you become a motherfucking CEO.

00:00:26.440 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.

00:00:39.960 That's the mission of this podcast. That's what we talked about yesterday.

00:00:43.320 Oh, by the way, I'm hitting you two days in a row because I realize that I shortchanged you guys this week,

00:00:49.340 and I wanted to keep good on my promise to give you two per week.

00:00:52.660 But I do have something that you need to understand.

00:00:56.440 And this is going to be short, by the way. This is going to be, you know, I don't know, five minutes maybe, ten minutes max.

00:01:03.480 Because the point is short and sweet.

00:01:07.120 But before we get into that, I want you to understand.

00:01:11.440 It's kind of like just building off of what we talked about yesterday.

00:01:14.420 You have to decide that you're going to hold the disposition of a CEO before you ever become a CEO.

00:01:25.160 A lot of people think that they are just going to do their job, and somebody's going to come along and be like,

00:01:32.940 oh, okay, you look like you'd be a good candidate for the next thing.

00:01:37.080 For the next thing.

00:01:37.980 Dude, where you're going to end up ten years from now starts in your brain now.

00:01:44.880 It starts with you holding that disposition now.

00:01:49.880 It starts with you acting in that way now.

00:01:53.740 Okay?

00:01:54.240 Good friend of mine, Ed Milet, one of the most successful guys that I know personally,

00:01:58.320 and one of my best friends.

00:02:00.200 He'll tell you,

00:02:01.500 I was a wealthy man in my head when I was still broke.

00:02:05.920 I was pretending to be a wealthy man before the money ever showed up.

00:02:12.560 And that's so true.

00:02:14.120 And when he says that, because he says that when he speaks,

00:02:16.940 I relate to that because I was the same way.

00:02:20.360 When I look back, when I was young, when I didn't have any money,

00:02:24.520 I knew, I didn't think, I didn't hope, I didn't wish,

00:02:28.780 I fucking knew what I was going to end up being.

00:02:33.320 I knew it.

00:02:34.460 I just knew it.

00:02:35.200 And you guys have to make that up in your mind,

00:02:40.040 no matter what you're doing.

00:02:41.460 If you're cooking french fries,

00:02:43.300 if you're, you know, sweeping the floor,

00:02:47.260 if you're packing boxes,

00:02:48.480 dude, we all fucking start out there. 0.90

00:02:51.120 But you've got to take on that disposition now.

00:02:54.400 You've got to take on those qualities now.

00:02:57.000 You've got to put great information from all these other people

00:03:01.280 who have been successful into your brain now,

00:03:04.400 so that it gives it time to properly cultivate and grow and blossom into what you're going to be.

00:03:12.880 It's not just going to be someone coming to you and pulling you along, all right?

00:03:17.380 And I know we hammered on this yesterday, but I can't tell you how many people don't grasp this concept.

00:03:24.020 They hear the words, but they don't listen.

00:03:28.240 They hear me say these things, but they don't listen to how important it is.

00:03:33.140 And guys, whatever you think you are right now is what you're going to be 10 years from now.

00:03:38.840 It's just the way it works.

00:03:40.240 So go back and listen to yesterday's podcast and go back and read my posts from yesterday

00:03:45.140 and really think about what I'm saying,

00:03:48.160 because it really is about the disposition before it's about the position.

00:03:54.600 And that's the reality of how this works.

00:03:57.000 Now, with that being said, guys, before I get in to what I'm going to talk about,

00:04:01.260 and honestly, I could just cut the fucking podcast off there and it would be good value. 0.87

00:04:05.200 But I've got something good I want to talk about today.

00:04:08.200 It's very practical for you, okay?

00:04:11.060 Before I get into that, guys, if you listen to this podcast and if you enjoy the podcast

00:04:17.160 and if it's brought you value and improved your life, I'm asking you to do something for me.

00:04:23.060 I'm asking you to refer a friend to the podcast.

00:04:26.540 That could be by telling them.

00:04:27.960 It could be by making a post.

00:04:29.120 It could be like tagging them in my post and asking them actively to follow and follow the podcast.

00:04:35.120 I would like you to go leave a review and I'd like you to make sure that you're subscribed to the podcast.

00:04:41.700 Those three things help me out tremendously.

00:04:44.140 They're free.

00:04:45.020 It takes you five minutes to do.

00:04:47.140 And guys, if you listen consistently and you've listened to 200 episodes

00:04:51.420 and you only ever referred one friend, you're kind of fucking me, all right? 0.91

00:04:55.200 I'm doing my part.

00:04:56.780 You know, for every episode you listen, I would appreciate it if you would just do some groundwork for me

00:05:00.760 and help me grow this movement because the truth is, you know and I know, the world fucking needs this information. 0.60

00:05:07.420 I know it does.

00:05:08.360 You know it does.

00:05:09.260 So let's both do our parts, all right?

00:05:11.620 Now, guys, here's what I want to talk about today.

00:05:14.000 I'm going to give you three very practical steps that you are going to want to write down

00:05:19.380 and you are going to want to ask yourself really what they are as questions, okay, to help you self-evaluate.

00:05:25.540 You know, I get asked by businesses all the time and by people all the time who have, you know,

00:05:31.820 small businesses or they're starting out with just a little bitty brand and they just want to get it going

00:05:37.500 and they understand the basis of sales, right?

00:05:42.760 Sales is a kind of a snaky thing for a lot of people.

00:05:47.360 They feel dirty.

00:05:48.360 They feel snaky.

00:05:49.540 They feel weird doing it and that's because they're not providing enough value, all right?

00:05:55.280 When you provide more value than what you ask for in return,

00:05:59.860 sales doesn't become something that you're afraid to ask for, okay?

00:06:03.740 It doesn't become something that feels slimy or snaky or, you know, unethical.

00:06:09.600 Sales only feels that way when you know you're trying to trick the customer.

00:06:13.620 When you're providing a real solution, when you're providing a real product that helps people,

00:06:18.720 when you're doing it the right way, you will never feel slimy.

00:06:22.160 So if you feel fucking slimy, you got to look at yourself and say, hey, why am I doing this?

00:06:28.220 What am I selling?

00:06:29.540 And it's probably something that really doesn't help people that much,

00:06:33.020 that doesn't provide that much of a solution, or you could be looking at it the wrong way.

00:06:36.800 For example, if you're a car salesman and you feel slimy about selling cars,

00:06:41.660 it's probably because you're not focusing on the benefit or the solution that you're providing

00:06:47.880 by selling someone the car.

00:06:50.040 And that solution, guys, when you sell a car, it doesn't have to be just transportation.

00:06:55.040 It could be making someone feel cool.

00:06:57.660 Nobody buys a Corvette or a Ferrari or a Lamborghini because they want to get from A to B.

00:07:03.120 They want to feel fucking cool.

00:07:04.860 And you know what?

00:07:06.140 That's a legitimate problem.

00:07:08.200 That's a real problem to solve.

00:07:10.540 And you have to identify the real problem and understand that what you're selling

00:07:15.160 solves the problem for someone in some way.

00:07:17.880 So I would challenge you to look at things from a different perspective.

00:07:20.820 But at the basis of all sales, trust is what matters.

00:07:28.000 And I get asked by people all the time, how can we get our customers to trust us?

00:07:33.500 And I get why that's a huge thing for them.

00:07:36.120 Trust is the key component of sales.

00:07:39.240 Customers need to trust a brand because who the hell is ever going to buy a product or service

00:07:44.080 from a company that they don't trust?

00:07:46.420 The answer is nobody.

00:07:47.640 If you don't trust someone, it means you have questions about their character.

00:07:52.100 You aren't sure if they're a good person.

00:07:54.140 You aren't sure if they're going to screw you.

00:07:56.220 Okay.

00:07:56.500 Are you going to hire a babysitter who was a convicted sex offender?

00:08:00.200 Fuck no, you're not going to hire them.

00:08:02.280 Okay.

00:08:02.740 If you don't trust someone, it means that you have a question about their capabilities.

00:08:08.000 You don't think that they're actually able to do what they're promising they could do.

00:08:12.140 Would you ask a 14 year old kid to drive a school bus?

00:08:15.400 No.

00:08:15.840 Cause you know, we can't fucking do it.

00:08:18.380 Okay.

00:08:18.860 If you don't trust someone, you're going to question their motives, whether they have

00:08:23.560 your best interests at heart.

00:08:25.100 Okay.

00:08:25.580 If, if count Dracula, the vampire asks you to come stay at his place overnight, are you

00:08:30.820 going to accept?

00:08:31.620 Fuck?

00:08:32.140 No, you're not going to accept because you know, he's trying to suck on your neck and

00:08:35.000 get some fucking blood. 0.91

00:08:36.080 All right.

00:08:36.760 You know that his motives are to fucking eat you.

00:08:40.900 All right.

00:08:42.060 And people know this too.

00:08:43.720 If there's no trust between a company and a customer base, there's no business, there's

00:08:48.660 no sales, there's no profits.

00:08:50.560 And guess what?

00:08:51.320 There's no fucking future.

00:08:53.280 But truth be told, when business people ask me, how can we get customers to trust us?

00:08:59.360 I automatically assume that there's something drastically wrong with their company and its

00:09:05.280 leadership and their culture.

00:09:06.900 I know that because of the way they ask the question, the wording reveals everything.

00:09:12.380 Think of it.

00:09:13.420 They're asking me, how can we get our customers to trust us?

00:09:17.340 And that's implied that they're trying to trick and manipulate and get customers to trust

00:09:23.700 them on false pretenses when they're not doing the things that are going to cost trust.

00:09:28.940 The reality is you shouldn't have to get your customers to do anything.

00:09:33.440 Get is a manipulation.

00:09:35.380 It's a coercion.

00:09:36.900 All right.

00:09:37.300 That's not how you establish trust.

00:09:39.620 The first step in establishing trust is to ask an entirely different question.

00:09:45.020 Okay.

00:09:45.260 You've got to invert that question and flip it around.

00:09:48.140 It's not how do we get our customers to trust us, but rather how can we as a company become

00:09:56.480 more trustworthy?

00:09:58.540 That's the right questions.

00:09:59.880 If you want your customer to trust you, you've got to become more trustworthy.

00:10:04.780 All right.

00:10:04.960 And that means you've got to ask these three questions, right?

00:10:09.560 And these are the questions that you need to write down.

00:10:12.760 Question number one, does our business have a good, solid moral compass or are we shady

00:10:20.300 or do we do the right thing?

00:10:22.980 How can we be more consistent in doing the right thing by customers?

00:10:27.280 That's question number one.

00:10:28.600 Question number two, are we the best or at least great at what we do?

00:10:35.220 How could we be better?

00:10:37.440 How could we be the best?

00:10:40.120 How could our product or service be the absolute highest quality it could be?

00:10:46.420 All right.

00:10:46.740 That's question number two.

00:10:47.920 And question number three is this, do we really have the customer's best interest in mind?

00:10:53.340 And what this means is this, do we always just go for the sale?

00:10:56.680 Are we always trying to turn the customer upside down and empty out his pockets and shake every

00:11:00.880 penny out of them?

00:11:01.840 Are we always trying to upsell?

00:11:03.280 Or do we only offer the customer the real solution that they actually need?

00:11:10.580 And do we help them use our product to the maximum benefit to them?

00:11:15.740 Remember what I said.

00:11:17.600 If you feel like you're overselling them, you're going to feel slimy about it.

00:11:21.940 If you're a manager and your employees aren't wanting and aren't performing at a high level,

00:11:27.500 it's a good chance they don't believe that we don't have the customer's best interest in mind.

00:11:32.300 All right.

00:11:32.620 It comes down to three things, you know, character, competency, and motives.

00:11:38.340 Those are the three things that build trust before the sale.

00:11:41.920 And if you don't have trust, you'll never have the fucking sale.

00:11:45.080 And here's the best thing.

00:11:46.940 All right.

00:11:48.080 By building trust with your customers over and over again, by telling them the truth,

00:11:53.940 by acting in their best interest, okay, they're going to trust you.

00:11:58.960 And when you do this over and over again, when you have a situation where you can show them

00:12:05.280 that you care, you could have their best interest in mind, you could solve real problems without

00:12:09.620 overselling them.

00:12:11.100 People are going to start to trust you.

00:12:12.780 And when they start to trust you and they trust you long enough, what happens?

00:12:16.080 You become loyal.

00:12:18.080 You become loyal.

00:12:19.060 Customers become loyal.

00:12:20.640 And loyalty is the most valuable thing that you can ever build between your brand and a customer.

00:12:29.700 It makes you immune to other competitors' actions.

00:12:33.540 It makes you immune to market fluctuations.

00:12:36.180 It makes you immune to sales and price fluctuations because people are loyal.

00:12:43.780 They're only buying from their friend, Andy, because Andy never fucking lies to them.

00:12:50.040 Andy always has their best interest in mind.

00:12:52.560 Andy always does what's right.

00:12:54.500 And Andy always fucking delivers.

00:12:56.740 And that's how you build a brand.

00:13:00.060 That's how you build wealth.

00:13:02.060 Okay, so stop asking the question, how do we get our customers to trust us?

00:13:08.580 And start asking the question, how can we become more trustworthy?

00:13:32.060 about who can we begin with, what do we grow with?

00:13:36.520 Bye-bye.

00:13:38.720 Bye-bye.

00:13:40.480 Bye-bye.

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00:13:52.660 Bye-bye.

00:13:52.820 Bye-bye.

00:13:53.460 Bye-bye.

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00:13:55.460 Bye-bye.

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00:13:58.460 Bye-bye.

00:13:58.560 Bye-bye.

00:13:59.180 Bye-bye.

00:14:00.300 Bye-bye.

00:14:01.500 Bye-bye.

REAL AF with Andy Frisella - March 23, 2018

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

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