The Bacon Podcast with Brian Basilico | CURE Your Sales & Marketing with Ideas That Make It SIZZLE! Brian Basilico: Author • Speaker • Online Strategist | BaconPodcast.com
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Visit www.baconpodcast.com details and show notes - What can you learn about increasing income in your business in 10-15 minutes? A lot! This weekly show features insights from speaker, online marketing strategist, and award-winning author Brian Basilico. The second weekly segment offers up interviews with incredible guest experts, authors, coaches, strategists, and practitioners (many who have made millions with internet marketing). Start making more Bacon in your business with these proven and sizzling hot tips and techniques!
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Episode 957 – BACON – Chapter 9 – Trust Me…
Trust has to be planted and grown. It is a seed planted through a personal relationship. It needs to grow roots and be nurtured through light and water to produce fruit. Trust must be watered by honesty, warmed and fed through the light of integrity, and rooted in consistency. Strong roots and branches provide shade and shelter in the stormy weather of doubt.
It would be great if there were a way to measure trust. You can calculate the number of people who know or connect with you. You can measure likes by the number of people who interact with your social posts or open your emails. However, trust can only be seen when a transaction happens.
There are five stages to go from like to trust: Connection, Caution, Consistency, Courage, and Commitment.
No tool, system, or software program can automate trust. You may think that sending emails, keeping people in the loop, and sending them direct messages may help, and they do. But the only way to maintain and nurture trust is through human-to-human interaction. -
Episode 956 – BACON – Chapter 8 – Like Me… Like You!
Going from Know to Trust requires a stepping stone, and that’s called a Like. You can try to jump over that stone, but it leads to a transactional two-step. You may make a sale, but it will not build a relationship.
Relationships are key in the B2b world because businesses need to be reminded that you are there to serve them when needed and that they can continue to trust you.
Like is a connection. Online a connection is a follow, friend request, or whatever a social platform says its phrase is defined as a positive affinity, rapport, or fondness with someone in a digital sense.
In the literal sense, like means you have something in common. For example, I like dogs, golf, music, humor, motivation, family, and business. The more you have in common with certain people, the more they will like you.
So, it is the activity that gets someone who knows you to know you better. It’s about informing without dividing. It’s about making them feel something. It’s about forming a bond around subjects that matter to both of you. The goal is to stay in touch and be top of mind. The goal is not just to sell something.
There are three final points that I believe need to be addressed. -
Episode 955 – BACON – Chapter 7: Getting to Know You
Know is a beautiful word. People ask, “You know what?” They text IYKYK (meaning if you know, you know). Know can also be a derivative of knowledge.
Know is a two-way street when it comes to marketing. You want people to know about you and your business. You may also want to know who knows about you and your business.
Knowing who knows what is almost like the old Abbott and Costello bit, “Who’s on first.” Or, what came first, the chicken or the egg?
Just because someone becomes aware of your business or gets to know you exist does not guarantee that they will remember you a week, month, or year from now.
That means that you have to remind them that you are there and that you are still relevant.
As I mentioned, there are three kinds of marketing: awareness, education, and sales. Awareness is about being top of mind. With awareness marketing, your goal isn’t to inform, educate, or convince. It’s about raising your hand and saying, “HEY… we’re still here!” -
Episode 954 – BACON – Chapter 6: Know – Like – Trust
The concept of “Know – Like – Trust” has been around for a while. It is commonly attributed to author Bob Burg (Endless Referrals and The Go-Giver).
Another person attributed to the concept is sales trainer Michael Goldstein, who talked about buyers needing to experience “confidence, affinity, and empathy” before making purchases.
No matter who originated it or how you phrase it, it’s undoubtedly a foundational process to making a sale. When I say process, it’s one foot in front of the other sequence. Yet many business people try to hop over the like part and go from know to trust.
Know, Like, and Trust has three distinct phases when it comes to marketing to build relationships.
One of the critical principles that muddies the water when it comes to business-to-business relationship marketing is the concept that your business is trying to appeal to the largest audience possible.
In business, sales are the KPI that drive everything from employee compensation, innovation budgets, and, in some cases, investor and shareholder enthusiasm.
The concepts of Know, Like, and Trust are intertwined, yet each has its own purpose, process, and performance metrics. One last key thing to remember is that marketing people are part of your sales team, and salespeople are part of your marketing team. -
Episode 953 – BACON – Chapter 5: Get Out…
Networking has been around for a long time in business. Some of the names you may recognize (Benjamin Franklin, Andrew Carnegie, Henry Ford, and John D. Rockefeller) were prolific advocates of networking.
As we know it today, networking started taking hold in the 1970s. More formal groups like BNI (Business Networking International) started in 1984.
Tradeshows, associations, and even chambers of commerce are all forms of networking.
One of the best philosophies I have ever learned about networking is that business is not B2B (business to business); it’s H2h (human to human).
Humans are complex beings. They have emotions, biases, experiences, expectations, fears, hopes, and random acts of kindness or stupidity (depending on the planet's alignment and inspiration from higher powers). In face-to-face networking, we get a tiny glimpse into the complexity of a person's overall being.
Think of networking as a relationship bank! You have to make deposits to create interest. Every quality network you can tap into creates a foundational asset that can and will help grow your sphere of influence. -
Episode 952 – BACON – Chapter 4: It’s Not About You, It’s About Business
One of the foundations that's stuck with me through the years is, “Businesses do not do business with other businesses. People do business with people.” There has never been a corporation that has ever paid cash or written a check. People do that. Yes, companies try to put you on autopilot by making you subscribe to things, but it still takes a human to enter the data and make the initial purchase.
What had been the Horatio Alger dream of the Nineteenth Century, starting in the mail room and ultimately owning the bank or factory, now had even more scope. How many loyal workers dreamed of climbing the corporate ladder to become CEO of a multinational corporation?
Part of the evolution of business is about teaching ourselves how to really network. There are many options, from associations to chambers of commerce to people who do informal and semi-formal free and paid events.
Those events lead to people suggesting other networking opportunities. That could expand your Golden Rolodex even further, but how do you find value in networking?
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