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Dr. Michael Barbera, chief behavioral officer at Clicksuasion Labs, is an award-winning consumer psychologist and business strategist. His clients include Fortune 500 companies, and have appeared on ABC\\u2019s Shark Tank, Bravo\\u2019s Million Dollar Listing, and Gordon Ramsay\\u2019s Kitchen Nightmares. Michael\\u2019s business psychology practice includes consumer behavior, emotions, and experiences, as well as social psychology, decision-making, behavioral economics, and behavioral finance. He shares his evidence-based insights on the Clicksuasion podcast and as a dynamic TEDx presenter. Michael is a celebrated keynote speaker, and has addressed more than 200,000 people on four continents, earning more than 350,000 views online.

Trust is complicated.\\xa0There is real trust and perceived trust.

There are 7 variables that we like to look at in building trust

1. being remarkable\\xa0
2. experiential
3. transparency
4. reciprocity
5. utility
6. social status
7. timeliness

We always want to be the person who is known, liked and trusted.\\xa0Of the 7, the one that we as humans usually go for first is social status.

If we asked people if things should be inclusive or exclusive, most would say things should be inclusive.\\xa0But if we were to measure that same metric anonymously, we can find that people prefer to be in exclusive clubs and groups\\u2026.so if we can put a bit of exclusivity to those who we work with and network with, it gives social status or perceived social status to the other person.

It\\u2019s hard to niche down, but I like to look at this in an academic model\\u2026.you get an undergrad degree...you\\u2019re a subject matter expert in a large broad field.\\xa0You get a masters degree, it\\u2019s a little more niche.\\xa0And then as you earn that PhD, you know that you\\u2019re specialized in that little corner of that field.\\xa0As you get more niche, you may exclude a larger audience, but you can command a higher fee and a higher brand equity from those who are willing to work with you.

At the bottom of the funnel is trust. \\xa0

You\\u2019ve narrowed it down to two applicants.\\xa0Person A knows everything about the position, the organization, absolute rock star, they can start tomorrow with no training needed. But person A is a jerk.\\xa0Then person B knows a little bit about the organization, a little bit about the job, needs some training, needs some hand holding, probably going make a few mistakes along the way. But person B is a really nice person.\\xa01. Which person would you prefer to sit next to on a flight for 5 hours? 2. Which person would you prefer to hire?\\xa0There is no right or wrong answer but most people would choose person B because we want to work with those that we know, like and trust.

Be relateable, be authentic, be transparent, show that you\\u2019re not perfect.

Show us behind the scenes

Reach into that \\u2018normal\\u2019 thing,\\xa0the 5 things that you do every day that your clients or customers may not be aware of and share that.\\xa0Show your B roll.\\xa0It improves your brand equity.

One of the most persuasive things is to show other people are doing it too

Be remarkable : a pink painted or tie dye painted van pulls into your neighbors driveway.\\xa05 people jump out dressed in pink or tie dye overalls\\u2026.

The average person in North America sees about 30,000 brand impressions every day.\\xa0As consumers, we don\\u2019t have the financial resources to give every one of these brands a dollar, so what makes you stand out?\\xa0What makes you memorable above the noise?

Find little ways that make yourself memorable. The outfit you wear, the way you communicate, the story you tell, the way you engage with other people.\\xa0One way I do it is by video communication.

Mistakes are actively going for the sale. As soon as the conversation goes to a sale or a perceived sale or a place where I believe you are looking for nothing other than a sale, at that point the relationship goes to a place of transaction.\\xa0Does this benefit me whatsoever and do I want to continue this friendship?\\xa0I believe ask for it or the answer is always \\u2018no\\u2019 but I believe reversing it. Let the other person ask you for those services.\\xa0Once they know you, like you, trust you, they\\u2019ll want to work with you.

If you\\u2019re looking for a \\u2018speaker\\u2019 you\\u2019re looking for somebody to fill a slot.\\xa0But if they say \\u2018you\\u2019re the subject matter expert in X and you\\u2019ve been here and there. Can you tell your story?\\u2019 They are hiring you because you have something to share.\\xa0If you can show the value in what you\\u2019ve done, or experiences, it makes people want to work with you because of what you\\u2019ve done.\\xa0Not because of what you can do.

If you mis-step: be transparent,\\xa0own your mistake.\\xa0don\\u2019t use the word \\u2018sorry\\u2019 that word goes in one ear and out the other.\\xa0It holds no value.\\xa0Say 'I apologize' or 'my apologies.'\\xa0Same thing with Thank You.\\xa0Say 'I\\u2019m grateful' or 'I appreciate.' \\xa0

Time, patience and relevancy.\\xa0You can engage with your audience every single day, once a month or once a year as long as the content and the value you are providing them is relevant to them.\\xa0If you\\u2019re trying to engage with someone just for the sake of engagement and its not relevant to them, they are going to believe that you\\u2019re pushing sales or that it\\u2019s not important to them and they are going to stop communicating with you.

Try and communicate with them on their preferred platform, but multi-channel communication\\xa0is more likely to drive toward trust

Give space and time in between.\\xa0Don\\u2019t try and do everything all at once because then you lose relevancy to that person. If you have content you can share, share the content that is relevant to that person.\\xa0Relevancy is a very open term because each person has different objectives so try to find the content or frame that content that matches that person\\u2019s wants and needs

Who is the client today and who do they want to be?

You\\u2019re more realatble when you have similar experiences.

Rule #1 don\\u2019t fabricate stories.

I\\u2019m going to give some hard truth.\\xa0I really don\\u2019t think you have a choice when it comes to being the face of your brand. \\xa0

Be authentic, be yourself, be real, be a friend.

\\xa0

Change the questions you ask, change the conversations you\\u2019re in. Make it more personal.

Backwards plan.

Company Website: clicksuasion.com

Personal LinkedIn: linkedin.com/in/mbarberausa

mike@clicksuasion

www.marlanasemenza.com