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Trust: The New Metric in Selling

Steve Woods

CTO & Co-Founder, NudgeFormer CTO & Co-Founder, Eloqua

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