steve woods - trust: the new metric in selling
TRANSCRIPT
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Trust: The New Metric in Selling
Steve Woods
CTO & Co-Founder, NudgeFormer CTO & Co-Founder, Eloqua
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1. Why Do We Trust?
2. Does Trust Matter In Buying?
3. How is Now Different?
4. What Do We Need to Do?
5. Where Is The Future?
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WHY DO WE TRUST?
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Why Do We Trust?
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The Problem of the Antelope and the Fridge
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Tools: Humanity’s Secret Weapon
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Happy Family Conundrum
Why don’t we all just get along happily?
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A Prisoner’s Dilemma
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Cheater Detection
Better at it than we are at logic
C
25B
16
Logic:• All cards with a B must have a number
greater than 20• What is the minimum number of cards to
flip?
W
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Cheater Detection
Better at it than we are at logic
Coke
25 yrsBeer
16 yrs
Cheat Detection:• All people with a Beer must have an age
greater than 20• What is the minimum number of people to
check on?
Water
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Trust, Time and Groupness
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Trust Begets Speed
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2 DOES TRUST MATTER IN BUYING?
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Brands as Proxies for Trust
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Brand: Perfect Match to Psychology
BRAND
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• Does status quo need to change?
• What needs to change?
• Is it an urgent priority?
• Who can help?
Complex Buying is “Opinion Formation”
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Relationship
ExpertisePeer Validation
Expertise
Dissecting Trust in the Buying Process
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3 HOW IS NOW DIFFERENT?
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Death of the Old Way
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Everything Old is New Again
5 1535
150500
1500
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Viability of a New Way
THEN NOWContact Data
Geographical Proximity
Interaction Time
Lost
Crucial
1 hour
Permanent
Irrelevant
1 minute
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4 WHAT DO WE NEED TO DO?
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You’ve Got it Backwards
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Bring Your Own Identity
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Build From Your Base.
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Leverage Your Team
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5 WHERE IS THE FUTURE?
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Trust: The New Metric
Commitment Asked
Trust Required
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Trust: Critical Dimension Unrelated to Funnel
Commitment Asked
Trust Required
Customer
Lead MQL SAL SQLMinimum Required Trust
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Trust: Critical Dimension Unrelated to Funnel
Transaction
Trust
Lead MQL SAL SQLCustomer
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Marketing Queues the Conversation
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THANK YOU
Steve WoodsCTO & Co-Founder, Nudge
Former CTO & Co-Founder, Eloqua