25-second read (+watch the video: 0:59)
Trust is the X factor. The ironic thing is that most companies that believe this aren't patient enough to build it.
The value of word of mouth, reciprocity, and connection is lost in the race for leads and revenue.
What if the idea of the MQL flipped, and qualified relationships became the metric? Imagine how that would change the dynamic between buyers and sellers––between brands and their market.
The idea of losing money by giving away information (aka building trust) is rooted in not understanding two things:
- If you give it all away, the people who need it and can do it themselves will actually use it, spread the word, and market for you. This is a huge win for the greater good.
- The people who understand that the fastest way to results is by leveraging your thing will pay for it anyway.
As cliche as it is, when relationship capital becomes the currency, everyone wins. And you end up making a whole bunch of money in the process.
I know, I know, you have to hit your quota.
But if you get really good at this stuff you’ll be way more valuable to your company than any quota-crushing rep on your team.
These are the linchpins. And they’re really hard to find.