People Do Business with People They Trust—Here’s Why

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1:03with those they like. No interest, absolutely, right? Well, I agree with that, but I think we're missing one aspect to that. And that aspect is respect, okay? So what I believe, and you don't have to believe what I believe, but this is my belief is that people want to deal and do business with people that they respect. This trusting respect is the highest on the ladder. So think about it. If you need eye surgery, knee surgery, something of like that, you want the best possible surgeon, right? Wouldn't you? Yeah, okay? So when you think about it, you're more concerned about their skills, their track record. These are all sides of respect. You want to know how good they are. You actually don't really care in one sense if you like them, right? The guy could be a pain in the ass. If it's a surgeon or something, he could be anal, he could be arrogant, he could be whatever, right? What you want to know is, are you getting the best person possible? And what's funny is when

2:08you can get to that level of respect, you'll notice people will wait three months, six months, eight months to see an expert. It's not just a doctor expert. If you want to know the true experts that have respect, they can book out four weeks, six weeks, eight weeks in their calendar before you can have a set time or set appointment with them. That's really what you're trying to do is actually get to the point where you can get to the point of respect. Because at that point, you really have, you know, power influence at that level. Now, I want to just tie in a story of how I still use this at times is, you know, once you gain respect, you got to keep respect. If you ever notice that, it's just like with trust, when you got trust, you got to actually keep the trust all the time. So, you got to keep reaffirming with your clients at your trust worthy. So, a lot of what I've done in the past just still do at times is I help fill events for different speakers and everything across Canada. And, you know, three or four years ago, I had one of my best clients at the time, you know, continue to say, look, I want to use Facebook to fill my events. Now, remember, this is four years

3:11ago. So, Facebook was new, didn't have all the new features and everything else that was going on from that way. And, I was honest with my client. I said, look, I'm not an expert in Facebook, I'm not a social media expert. I said, I'm not. Then he said, okay, it's fine. So, I said, you know, so I don't know if I can help you there. But see, what I did is I took and said, but let me see what I can do for you. I will go talk to some other people. I know my network that fills events. And, let me see if I can find you an expert to find out what's working or what's not working. So, I reached out into my network. You know, when I knew someone that I knew it said, yeah, we're doing some Facebook advertising. This guy, yeah, it's kind of working or not. So, I reached out and I talked to him and I wanted to get the facts from him. This is what he told me. He said, well, yeah, we've been using it for like six months or so. About 10% of our people come from Facebook. I said, okay, 10%. So, you're not going to be able to fill a bit on Facebook alone. He said, yeah, that's right. You can't from that way. But they told me two more important facts, which is like, oh, that's interesting. He said, everybody thought getting clients from Facebook would be cheap. He said, it's actually costing us three times more than our other marketing methods. I said, wow, that's,

4:13okay, that's something else to know. And he said, you know, right now, they're just not the same quality what we're used to. They don't show up on time. They show up late. They miss stuff and everything else. They're just not the same quality clients. I said, okay, that's great. So, out of respect for my client, I went back to him with this information. He said, look, okay, I've done some research. I talked to this guy. He's doing it with these events. I told him the pieces and everything else. He says, yeah, you know, I heard the same. I'm not going to use Facebook. So, I don't really know at that time if that was just a test to see if I was still had the had the respect to be, you know, honest or clear with them and not be all things to him. That's one thing I learned in life and business. Even though I work in marketing or filling events, I'm the first one to say that I'm only an expert of very specialized in certain areas of even event marketing, which is a subset of the general marketing. If you want to have respect, you got to be very specialized and you got to be honest about your specialization. If you notice surgeons are natural for that, right? They just built in. You're a brain surgeon. That's all you are. You're not a brain heart surgeon. You just do brains. And you may, and it might be, you may

5:14only do a certain type of brain surgery, which we don't even know about because it hasn't shown up for us from that way. So, what I find if you want to get respect and keep that respect, you got to be very specific and focused and niched in that area and then be honest with the client, but try to deliver them extra value. That's what I try to do. I said, okay, I don't have the answer for this. Let me see if I, if I had fun, son, else is good. I would have just referred to him, say, hey, you know what? This guy is way better to help you fill your events with Facebook. That's what you want to do. I understand. Go for it. I hope it works out for the best. I was thinking for the best use of my client from that way. So, by helping that client, you know, by giving that strength in my respect with them. Few things are as uplifting as the greatest moments in sports. And nothing brings us together quite like Team USA at the Olympic Winter Games. From NBC Universal's iconic storytelling to the innovative technology across Exfinity and Peacock, Comcast brings the Olympic Games home to America, sharing every moment with millions. When Team USA steps onto the world stage, we're not just watching. We're cheering together. This winter, we're all on the same team. Comcast, proud partner of Team USA.

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