High Trust Selling
With Todd Duncan’s Sales Mastery event coming up mid-October, I have been reflecting on how much High Trust Selling, shaped my approach to prospecting. I believe it remains a must-read for anyone in our business. The heart of Duncan’s message is simple but powerful. Trust is the ultimate currency in prospecting. When we lead with trust, we close more business, keep more clients, and enjoy the work more.
A recent STRATMOR survey found that 87% of new mortgage business comes from referrals and existing relationships. Fifty percent comes from direct referrals such as agents and builders, and 37% comes from past clients or personal connections. Strengthening and safeguarding trust with your referral partners is one of the most effective ways to secure and grow your future business.
Key Lessons from the book:
- Adopt a CEO mindset by treating your business like your own company and taking full ownership of growth, time, and results
- Invest in yourself through ongoing learning, coaching, and self-development
- Follow the Four Steps of the High Trust Selling System:
• The Approach – Prospect, qualify, and set appointments in a way that stands out from the competition
• The High Trust Interview – This is the holy grail of influence. It is about uncovering a client’s or partner’s deepest needs
• The Solution – Present your partnership as the exact answer to what you uncovered in the interview
• The Action – Ask for the business - Make time management non-negotiable by focusing on the top 20 percent of clients and activities that generate the most results and delegating the rest
- Nurture relationships after the sale, since the real difference between mediocrity and mastery is how you treat clients once the deal is done
High Trust Selling is about adding such high value to people’s lives that they feel compelled to say yes and stay with you for the long haul. In an era where AI and digital solutions are transforming industries, the strongest counter narrative in our business is building genuine relationships and community. Technology may speed up transactions, but trust and connection are what secure them and keep them coming back.
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