The TRUST Show

In this episode, I read Chapter 15 of The Trust Premium, continuing Part III: Behaviors That Will Make Your Customers Trust You. This chapter is all about empathy—not just as a nice-to-have, but as a powerful tool to earn deeper trust, stronger loyalty, and ultimately, the Trust Premium. We explore how to genuinely understand your customers: their context, preferences, fears, and values. From researching publicly available info to asking thoughtful (but respectful) questions, from finding common ground to navigating differences—this chapter outlines how to make your customers feel heard, valued, and understood. Empathy builds connection. And connection builds trust.

This is a short chapter—and a short episode—but one that deserves to stand on its own. In this episode, I read Chapter 14 of The Trust Premium, continuing Part III: Behaviors That Will Make Your Customers Trust You. We look at how trust is shaped in the earliest moments of a professional interaction. From being on time and showing your face, to being prepared and present, the way you manage time, intimacy, and first impressions can make all the difference. We also touch on the risks of faking personalization with AI tools—how it might seem efficient, but ultimately backfires when customers realize you weren't genuinely invested. Sometimes, it's the smallest actions that have the biggest impact on trust.

In this episode, I read Chapter 13 of The Trust Premium, continuing Part III: Behaviors That Will Make Your Customers Trust You. This chapter explores one of the most fundamental trust-building behaviors: being real. We all have a built-in BS detector—and your customers are no exception. In a world of hype, inflated claims, and performative professionalism, the No-BS approach stands out. From setting realistic expectations to admitting when you don't know something, from avoiding exaggerated titles to respecting competitors and maintaining confidentiality—this chapter lays out what it looks like to build trust through integrity, humility, and truth. When you stop trying to sound impressive and just focus on being honest, trustworthy, and clear—that's when trust really starts to grow.

In this episode, I read Chapter 12 of The Trust Premium, which marks the start of Part III: Behaviors That Will Make Your Customers Trust You. This chapter covers the first of five key trust-building behaviors—and it challenges the old mantra that “the customer is always right.” Instead of defaulting to agreement, trusted professionals know when to speak up, when to offer guidance, and when to say “no.” In this episode, we explore how professional integrity, respectful pushback, and honest conversations create stronger, more trusted relationships with clients—and ultimately, earn you the Trust Premium. And always remember: not all customers are alike. Some truly just want to be right—and sometimes, they actually are. Being a trusted advisor also means staying open to the possibility that you might be the one who's wrong.

In this episode, I read Chapter 11 of The Trust Premium, which brings us to the conclusion of Part II of the book. This chapter steps back from the model and the laws to explore the deeper foundations of trust—the underlying principles that guide how trust is built, lost, and earned. We look at relativity, the idea that trust is not one-size-fits-all; empathy, the ability to see the world through your customer's eyes; no-BS, the power of honesty and transparency; and nuance, the often-overlooked details that can make or break a trusting relationship. These four principles shape everything else in the book, and understanding them is key to becoming a truly trustworthy professional.

Trust isn't just about who you are—it's also about what you do in every interaction with a customer. In this episode, I continue reading Chapter 10 of The Trust Premium, focusing on the three key components that shape trust in the moment: Positivity, Time, and Intimacy. I discuss why radical honesty (No-BS) and empathy are essential for building trust, how first impressions and consistent behavior impact trust over time, and the role of deeper, richer interactions in accelerating trust. I also explore why bad is stronger than good—how a single negative action can outweigh multiple positive ones, making trust much easier to lose than to build.

Do your customers truly trust you, or do you just think they do? In this episode, I read Chapter 9 of The Book of TRUST, where we explore the surprising trust gap between businesses and their customers. Then, I dive into the first half of Chapter 10, introducing the Relative Trust Model and focusing on the first three components that shape trust before an interaction even begins: Competence, Personality Compatibility, and Symmetry. How do customers judge your expertise? Does personality compatibility affect trust? And why does fairness in your relationship matter? Tune in to find out—and don't miss the next episode, where I'll cover the remaining components of the model and discuss the impact of "what you do" during an interaction.

Trust isn't just about honesty or reliability—it follows specific patterns and behaviors that influence every interaction, especially in the customer-provider relationship. In this episode, I read Chapters 7 and 8 of The Trust Premium, where we transition from why trust is essential to what trust really is. I'll introduce my definition of trust and break down the Eight Laws of Trust, which challenge common assumptions and reveal how trust actually works. You'll discover why trust is continuous, contextual, personal, asymmetrical, transferrable, reciprocal, dynamic, and two-sided—and why understanding these laws is crucial for building trust with your customers. Next week, we'll dive into what specifically makes a customer trust you. But for now, let's explore the fascinating ways trust behaves and why it's not what you think.

In this episode, I'll be reading Chapter 6 of The Trust Premium—The Bottom-Line Impact of Trust Premium. So far, we've discussed how trust drives revenue through higher pricing and customer preference. But what about profitability? Today, we'll break down how trust doesn't just boost your top line—it multiplies your bottom line. From increasing gross profit margins to lowering customer acquisition costs, we'll quantify the real financial impact of trust on your business.

In the final part of Chapter 5, we explore how personal factors—such as customer knowledge, risk tolerance, fear, and trustfulness—affect the Trust Premium. Understanding these differences helps you identify and focus on customers who value trust the most. Plus, we recap the entire chapter and set the stage for next week's discussion on how the Trust Premium impacts your bottom line.

Not all industries command the same Trust Premium. In this episode, I continue reading from The Trust Premium and explore why trust matters more in some industries than others. From painters to surgeons, financial advisors to insurance agents, I break down how factors like risk, complexity, and customer relationships shape the Trust Premium. Understanding these differences can help you position yourself where trust has the most value. Tune in to learn how industry context impacts trust-based pricing!

In this episode, I continue reading from my new book, The Trust Premium, sharing the first part of Chapter 5. This chapter explores how trust translates into both Trust Preference and Trust Premium, impacting customer decisions in different ways across industries. In this section, I define three key terms—Trust Preference, Trust Premium, and No-Trust Discount—and explain how they shape buying behavior. Join me as we break down the power of trust in sales and what it means for your business.

In this episode, I'll be reading Chapter 4 of The Trust Premium and diving into three deeply ingrained beliefs that shape our purchasing decisions: “You get what you paid for,” “There's no such thing as a free lunch,” and “If it's too good to be true, it probably isn't true.” Using real survey data, I'll explore how these maxims influence our perception of price, value, and trustworthiness—and why people are willing to pay a premium when they trust the seller.

In this episode, I'm diving into Chapter 3 of The Trust Premium, exploring the purchase decision and what happens beyond it. Learn how perceived and actual price, value, and trust shape every transaction. From total cost of ownership to switching costs, I'll unpack examples of how trust builds—or erodes—after the sale. We'll also discuss the cycle of outbound transferrable trust from current customers to the inbound transferrable trust of future customers, showing why trust is vital not just for maintaining loyal customers in ongoing relationships, but also for attracting new customers in transactional sales.

This week, I'm reading chapters 1 and 2 of The Trust Premium. We'll explore the transformation of sales, from in-person trust-based interactions to today's unethical practices, criminal activities, and misuse of technology. I'll discuss the decline in intimacy, ethical sales techniques, and how these have driven skepticism and plummeting sales success rates. The takeaway is clear: cold calls don't work anymore. In today's world, trust is your only true differentiator. Don't miss this critical discussion!

In this episode, we dive into the introduction of The Trust Premium, exploring how trust influences buying decisions, loyalty, and pricing. Learn why customers are willing to pay nearly 40% more for trusted providers and how trust serves as the ultimate competitive advantage. Packed with anecdotes and research, this episode sets the stage for understanding the tangible power of trust in sales and professional relationships.

In this final episode of The Trust Show for 2024 and Season 15, I'm revisiting my roots in creativity and innovation research. I'm joined by Dr. Heather Hodges, a Dallas-based expert pursuing her second doctorate in creativity and innovation, as well as an Enneagram coach. Together, we explore why startups excel at innovation, how creativity ties into trust, and how personality insights from the Enneagram can shape leadership and teamwork. This episode is packed with stories, research, and actionable takeaways. Don't miss this inspiring season finale!

Drones have been flying over New Jersey for weeks, sparking public fear and frustration. The government says it doesn't know who's operating them but insists there's no reason for concern. In this episode, I break down the situation through the lens of trust—exploring why the government's response feels contradictory, incompetent, or worse. From public safety risks to the erosion of trust, I uncover what this means for you, me, and the future of drone regulations.

In this episode of The Trust Show, I'm joined by my friend and renowned sales expert, Mark Hunter, also known as "The Sales Hunter." Mark and I dive into the critical role of trust in sales, exploring how the "trust premium" transforms prospecting success. We discuss why traditional cold calling is dead, how to build trust that precedes your reputation, and how delivering value can turn one sale into the next. Mark also shares strategies from his latest book, The Making of a Mind for Sales. Don't miss it!

ChatGPT and similar tools are transforming how we interact with technology, making computer communication feel increasingly human. This echoes Alan Turing's 1950 Turing Test, which questions whether machines can exhibit behavior indistinguishable from humans. In this episode, we explore whether computers can fool us into believing they're human, whether we want them to, and the implications. I'm sharing a special recording from Perspectives Matter, the McCuistion TV program I host, where we delve into AI's impact on our perception of intelligence and humanity.

In this episode of The Trust Show, I sit down with Stu Schlackman, author of Sales Sagas, to explore the transformative power of relationship selling. Stu breaks down his framework of the four distinct customer types and explains why recognizing these types is key for any salesperson aiming to build strong, lasting relationships. Together, we dive into how the Trust Premium principles align with relationship selling, discussing how trust and adaptability can lead to sales success. Join us as we uncover how understanding customer personality and fostering trust can help sales professionals close deals more effectively—without relying on price alone.

In this episode of The Trust Show, I'm diving into how trust and entrepreneurship are not just connected—they're inseparable. As someone who lives and breathes trust, and also teaches entrepreneurship, I've seen firsthand how essential trust is to building a successful business. I'll walk you through why trust matters at every stage, from choosing co-founders and advisors to building relationships with customers and investors. If you're starting or growing a business, join me to learn why trust might just be your biggest competitive advantage—and how to make it work for you.

In this episode, I explain why cold calls just don't work anymore, with success rates dropping to as low as 1-3%. As scams and spam calls rise, trust has become more crucial than ever in sales. I break down the numbers and show you how focusing on building trust leads to better results and higher premiums. It's time to shift from quantity to quality—learn how trust can transform your sales process and boost your success.

In this episode, I am joined by Dr. April Minatrea, a clinical psychologist specializing in leadership dynamics, to explore the concept of "leadership injuries"—the psychological and emotional damage caused by bad leadership. Together, they discuss how poor leadership erodes employee trustfulness, diminishes engagement, and harms organizational performance. Tune in to learn how these injuries manifest, the consequences for employees and companies alike, and what leaders can do to heal and prevent them, fostering a healthier, more trusting workplace culture.

In this episode of The Trust Show, I dive into how having a hobby can actually make you more trustworthy. I share personal stories about rediscovering my love for radio-controlled airplanes and how hobbies, even intense ones, help you relax, make you more relatable, and build stronger connections with others. Whether you're trying to unwind or build trust in your personal and professional relationships, this episode explores the surprising benefits of making time for your passions. Tune in to learn why your hobbies are more valuable than you think!

In this episode of The Trust Show, I'm joined once again by Dr. Nanette Miner, leadership expert and founder of The Training Doctor. After our last conversation, I just had to bring Nanette back to dive deeper into a topic I've touched on before: our obsession with leadership. Together, we explore the question—is leadership a profession or a promotion? We talk about why we often promote the best performers without proper training and why leadership development should start on day one. Get ready for another insightful and messy conversation!

In this episode of The Trust Show, I step into some vulnerable territory by sharing anonymous reviews from my Rate My Professors page. As an adjunct professor of entrepreneurship at SMU, I've received overwhelmingly positive feedback, but today, I'm focusing on three harsh one-star reviews. I'm not here to complain, but rather to extract insights from these critiques. I explore eight key lessons about trust, anonymity, feedback, and even empathy. Join me as I unpack what we can all learn from criticism—both how it's given and how we respond to it. Get ready for some raw honesty!

In this episode, we explore whether trust is based more on the effort someone puts in, the outcome of their actions, or their underlying motivation. We discuss insights from a recent survey that revealed surprising results, and dive into the complexities of trust in both personal and professional relationships. Joined by guest Dr. Nanette Miner, we introduce a fourth element—how the effort is made—and examine the ethical implications behind trust-building actions.

In this episode of The Trust Show, we explore how nonverbal communication—like tone of voice, facial expressions, and body language—affects our perceptions of trust. Often, we're influenced by our interpretation of these cues in other people, which can lead to misguided assumptions about the person in front of us. We'll discuss how first impressions, time, and intimacy shape trust and offer practical tips to avoid misjudgments based on nonverbal signals.

Ethics and Trust are often intertwined, one affecting the other. In May of this year, McCuistion TV aired a program about Corporate ethics. I was honored to be the host of that show. In fact, it was the first time hosting a “Perspectives Matters” program. With two guest experts, we addressed some very critical questions about corporate ethics. We contrasted ethics with the law, discussed Enron and Citigroup, and talked about the code of ethics versus ethical culture. We also discussed whether some companies develop a code of ethics just for show, and if so, how can you tell? It was a very interesting program, in my opinion, and with permission from McCuistion TV, I included the program's soundtrack here for you to enjoy.

In this episode, we explore the role of intrinsic and extrinsic motivation in building trust. Discover how these motivations drive behavior and influence trustworthiness. We discuss why intrinsic motivation alone might not be enough, the power of extrinsic motivators in habit formation, and how to ensure you're motivated for the right reasons. Whether you're looking to build better habits or deepen trust in relationships, understanding motivation is key. Tune in to learn how to align your motivations with trust.

In this episode, I am joined by Suzanne Smith, the founder and CEO of Social Impact Architects, to discuss the critical role of CSR (Corporate Social Responsibility) and ESG (Environmental, Social, and Governance) in building trust. We delve into how companies can genuinely integrate these principles to enhance their societal and environmental impact. Suzanne shares insights on the importance of authenticity, transparency, and local engagement, offering practical examples and strategies for companies to balance profit with purpose in a trust-driven economy.

In this episode, we'll dive into the critical question: "Can We Trust Technology?" Join me and my guest, Beth Ziesenis, "Your Nerdy Best Friend," as we dissect recent high-profile tech incidents, including the $54 billion CrowdStrike bug, the AT&T cyber attack affecting 107 million subscribers, and the cyber attack that crippled Dallas' emergency services. Explore the complexities of modern software, the rise of AI-driven cybercrime, and why bugs and cyber attacks have become the new normal. Discover why your trust in technology hinges on the companies behind it and how you are now the front line of defense.

As I continued my Trust Premium research, I recently added more professions, such as lawyers and accountants. But I also extended the Trust Premium model, and in this episode, I will share the findings for lawyers and accountants and the extended Trust Premium model.

In this episode, we move from theory to practice. Learn how to identify the highest trust premium in your industry and discover the behaviors you need to change to attract high-trust customers. We'll also explore strategies to retain existing customers, even against competitors offering discounts. Using W. Edward Deming's wisdom, "If you can't describe what you are doing as a process, you don't know what you're doing," we'll outline a step-by-step process and introduce the Trust Habits method to build trustworthiness and maximize your trust premium. Tune in for practical steps to elevate your business's trust level and increase your Trust Premium.

The Trust Premium framework focuses on the value customers see in trusting the salesperson or professional, making them even willing to pay a higher price or fee. So, being trusted by the customer before purchasing is essential. Not only do customers buy from people they trust, but they are willing to pay that premium. But what happens after the purchase is done? It is imperative to maintain and grow trust after the purchase, whether you want them to make repeat purchases, even if this is a single purchase. In this episode, you will learn why.

Often, when you run your own business, you face the decision of doing something yourself or hiring someone to do it. It is not an easy decision. As a professional speaker, I face that decision on a weekly basis in different functions of my business. Over the years, I developed a three-step process to make those decisions: separate different functions, identify the alternatives for each one, and use criteria to make the decisions. In this episode, I will show you how.

Is it good to “Trust but verify?” When you verify, aren't you showing that you don't trust? In this episode, I will analyze this management approach. Does it really work? I found a 2004 research article that claimed that the more you verify, even in a high-trust self-managed team, the better the performance is. But I will also discuss what's missing from that study, and will finally suggest that instead of “Trust but verify,” you should practice “Trust but specify.”

There are many benefits to being trusted. One condition to be trusted is to be trustworthy. It's still not a guarantee that you will be trusted, but it's a prerequisite. So, what makes you trustworthy? Over the years, I observed 8 laws of trust, and developed my 6-component relative trust model. Instead of talking about those, today, in this episode, I will talk about the 3 principles of trustworthiness, that are the basis for the relative trust model.

Who do you trust? In The Book of TRUST, I claimed that there are three entities you trust. You trust yourself, you trust God, and you trust other people. Trusting yourself is the one thing that determines your risk-tolerance level without having to trust anyone else. Trusting other people is what most of my work focuses on. But how about trusting God? Do we all trust God? Do we trust God to the same extent? To answer this question, I brought a guest to this episode. Mike Bronsky is a reverend. You will hear only a fraction of what I know about his life, and what made him a man of God. Mike is one of the only people in the world I know who has completely pure intentions. There are no games with him. He means what he says, and he says what he means. He takes a lot to heart. He helps other people as much as he can. He believes in God and helps others believe in God. So, I decided to ask him this question: do you trust God?

This episode will give answers to both questions. It starts with describing the connection between reward, risk, fear, and trust, explaining why we even need trust and how it plays a role in our willingness to take risks to get rewards. Later in the episode, I will provide my own definition of trust, breaking it down into its components. This episode incorporates findings from my recent study of our attitudes toward trust and risk-taking and identifies gender and age differences in those attitudes.

The foundation for the Trust Premium™ concept is that we pay first and get value later, and we must trust the salesperson or professional that they will provide value. The value is no less important than the price because of a few deeply ingrained beliefs such as "You get what you paid for," "There is no such thing as a free lunch," and "If something is too good to be true, it probably is," as they influence consumer behavior. I took those beliefs to the test through a study I conducted, and in this episode, I will provide the findings from that study and gender and age differences in these beliefs. Learn about the foundation and implications of the trust premium in today's market.

In this thought-provoking episode, we dive deep into the nuanced relationship between trust and respect. Exploring real-life scenarios and expert insights, we challenge conventional wisdom to uncover the intricate dynamics that govern our personal and professional relationships. Discover how trust and respect interact in complex ways, shaping how we connect with others, and reconsider the foundations of interpersonal relationships. This engaging discussion provides a fresh perspective on the critical elements that influence our interactions. Find out the answers to the questions: can you trust someone without respecting them, and can you respect someone and yet not trust them?

I am often asked, “What is unique and different about your approach to trust?” In this episode, I cover that unique approach to understanding trust, emphasizing its relative, reciprocal, and two-sided nature. I challenge the traditional view of trust as a universal and static attribute, illustrating instead how trust is a dynamic interplay that depends not only on the trustee's actions but also on the trustor's willingness to trust. This discussion sheds light on how personal experiences, cultural backgrounds, and individual perceptions influence establishing and maintaining trust across various relationships and situations.

Often viewed negatively, procrastination is typically associated with last-minute stress and missed deadlines. However, could there be positive aspects to this common habit? Join us as we explore both the potential downsides and the unexpected benefits of procrastination, and consider its impact on creativity, decision-making, and trust dynamics across our personal and professional lives. Tune in to challenge your perspectives on productivity and discover the complex role procrastination plays in how we trust.

Explore the intricate role of trust in consumer behavior in this podcast episode. Delve into why consumers often pay a "trust premium" for familiar brands, how trust influences purchasing decisions, and the psychological underpinnings of brand loyalty. Learn about the impact of trust on business success through expert analysis and case studies. Discover strategies businesses can use to build and maintain this crucial asset, enhancing their market presence and customer relationships.

Last Sunday on McCuistion TV, the second part of a series on lying aired on PBS/KERA Channel 13. Hosted by Jim Cathcart, the episode featured Prof. Christian Hart from Texas Woman's University and me. We discussed topics like cultural differences in lying, salespeople's honesty, the relationship between confidence and trust, and the consequences and detection of lying. The insightful episode is now available on my podcast, and on McCuistion TV: https://mccuistiontv.com/2024/04/why-people-lie-the-science-psychology-consequences-part-2-3018/. I encourage you to watch more McCuistion TV episodes at www.mccuistiontv.com. 

The first episode I recorded for The Trust Show podcast was done almost three years ago and was titled “Does (Team) Size Matter (for TRUST)?”. In this episode, I revisited the topic of trust in teams because I get asked about it a lot. In this episode, I'll talk about the importance of trust in a team. I'll talk about team size. I'll talk about building trust in a team and what to do when you have team members who cannot be trusted, at least not by the other members of the team.

In this episode, we dissect why cold calls fail—trust starts at zero. With scams rampant, we're wary of unknown callers. Trust is key; it's what drives purchases, even at a premium. But how do we gain trust from the start? Research helps, but it's out of our hands. The answer? Referrals and transferable trust. Joining us is Bill Cates, referral expert, and author, to discuss his system used by thousands to secure quality clients. Tune in for insights on building trust and leveraging referrals for business success in a conversation about the power of trust.

Are you considering hiring a coach? The struggle is real! On one hand, a skilled and trustworthy coach can transform your life. But beware—the coaching landscape is teeming with imposters. Tune in as we dissect the chaos, revealing tools to spot genuine coaches who truly have your back. In this episode, I'll guide you through identifying and screening a coach you can trust. Drawing from my 8 Laws of Trust and the 6-Component Relative Trust Model, we'll separate the wheat from the chaff.

Today's podcast episode delves into the intriguing world of bi-directional trust. Dispelling the myth of symmetrical and reciprocal trust, it reveals that trust is, in fact, asymmetrical. The 4th Law of trust highlights this fascinating phenomenon. Throughout the episode, I will explore why trust doesn't always follow a straightforward give-and-take pattern. Furthermore, this episode sheds light on the implications of this asymmetry, especially when fostering trust within a team.