By first being a provider of information, trust-based marketer intentionally (and courageously) delays presenting propositions and asking for money, in favor of building authority, affinity, credibility, fascination, and as outcome, trust. This is what I call “the principle of delayed sale.” I have not yet found a business where it can’t be beneficially applied. But… the sales impulse is damnably difficult to resist.
I tussle with corporate clients often, advising them to deliberately delay the sale in favor of developing trust with new customers or clients, even to the point of holding leads back from a sales force or dealer network until the prospect can be developed. Few companies’ leaders have the intelligence and backbone to engage in such restraint. And for anyone who is doing the selling, when someone with a pulse and a wallet appears in person, by phone, even as visitor to a website and reveals interest, the nearly irresistible impulse is to leap upon them and try to rip out their wallet immediately, lest they escape, or get eaten by a competing beast.
If for no other reason this impulse should be resisted, it is because delaying the selling fosters and builds trust. That reduces all resistance, including, importantly, price or fee resistance; it expands price elasticity. It makes the selling and buying less stressful for you and the client, which better facilitates referrals at a faster pace, which reduces advertising and marketing costs, and boosts profitability.
Dan S. Kennedy, NO BS Trust-Based Marketing