Certainty and Trust

 

Alright, you guys have seen this slide before … about the neuroscientific order of operations, so I’d like to walk you through a flow chart I created to really just … drive the point home.

So, the primary concern when we come across anything new is …

DO I FEEL SAFE?

Remember, this is like a … subconscious, anti-virus software that’s always on … and … constantly running in the background, scanning to identify threats in an effort to keep us … safe.

If NO, then … all this … freeze up, run from it … fight it … all very primal stuff.

If YES, then let IT … pass to the Mammalian part of the brain, and it’s primary concern is … HOW DO I FEEL ABOUT IT?

So, is this useful?

Is the person credible?

Is it interesting? Will it help me solve problems?

If the answer is NO … then tune it out! Shut it down, flee the encounter … just … ignore it.

But, if the answer is YES … then let it pass on to the NEOCORTEX … and once we make it here, the determination is to then … consciously engage and pay attention … and take this person seriously.

And again, this is the logic center of the brain, the part we use for higher-order thinking … like language, strategic problem-solving, stuff that requires … conscious thought and energy.

And this process … this order of operations … all happens … in right about :28 seconds when done right … I mean, think about it … our brains are like super-computers …

We can process information literally in milliseconds, and remember … how, like … I know I mentioned this earlier, but … none of us, like … like, no one stops for a minute … to consciously analyze and interpret the tone of someone’s voice and decides to … feel … threatened or safe, or skeptical or Optimistic.

Like, this is all done instinctively … and remember how we’re … like, pretty much hardwired to perceive most new information as threats … and most new people as foes … and it’s like, we can’t even help it …

So, if you can safely navigate … the first :28 seconds of the encounter and avoid setting off alarms by strategically relieving the primal concerns in the right order …

Then what you’re doing, essentially … is you’re helping your potential clients move from a state of Uncertainty … to a state of … … Certainty.

And successful relationships are built through the transfer … of the emotion … of certainty.

There’s this guy named Jordan Belfort … everyone knows him as the “Wolf of Wall Street” and … we’ve all seen the movie and know that … he was a … terrible person who … lived a pretty despicable life style.

But … if you’re able to see past all the debauchery for a moment … just … know that this guy was a communicative genius, and here’s something I learned from him:

He talks about this Certainty Scale … what he calls … the Three Tens.

He says there are three things a potential client must feel certain about … and he puts them on a scale of 1 to 10 like this …

He says you have to feel certain about … the Product?

The … Company?

And … … you guessed itthe People.

He says … the closer to 10 on all three, the better the relationship.

BUT … if any one of them is off? Like in this example … where … they love the product, love the people … but just DON’T trust the company? You’re done!

Or like in this example … where … they love the product, love the company … but just don’t trust the people … again, you’re done!

Or they can love the people, think the company is pretty good but if the product sucks, then again … no good … so basically, the closer to 10 for these three things on … Jordan Belfort’s Certainty Scale, the better.

Makes a lot of sense, right? But the problem here … is that … what most people don’t realize … is that there are actually two types of certainty.

You have … Logical Certainty … which is very important … and you have Emotional Certainty

And a … fatal flaw … that I’ve seen at multiple organizations now … is that they expend so much of their energy and resources … building the case for Logical Certainty … that they do it at the expense of building the case for Emotional Certainty.

So, you build Logical Certainty with stuff like … facts and statistics … … hard skills, basically … and this stuff is important, don’t get me wrong … but the way you build Emotional Certainty … is how the information is delivered … the right information at the right time, using the right tonalities … so, soft skills, basically.

Here, I’m gonna put it on a Matrix and plot it out for you …

Certainty Matrix

Here’s the Logical Axis, going from negative ten to positive ten … and here’s the Emotional Axis … same thing … negative ten to ten …

And we’re trying to take our potential clients from a state of … Uncertainty to a state of Certainty.

Up here we have the highest levels of Logical and Emotional Certainty … this is the target … this is where we want them to be!

Down here, we have the lowest levels of logical and emotional certainty. Obviously, NOT where we wanna be!

Up here … we have high amounts of Emotional Certainty, but … we’re plotting real low for logical … and of course this is no good …

And down over here, we’re plotting high for Logical Certainty but low for Emotional, so this, of course … right here, is a bad combination as well.

So … when you think about it … Increased Certainty … really means … Increased Trust

Like, as you raise your potential clients’ levels of certainty, at the same time … you’re raising their trust in you.

So, to close this section out … I’d like to use the same matrix format for … Trust.

Trust Matrix

On this axis … we have your Credibility … which is based on logical factors … and, on this axis, we have your ability to connect on an emotional level, so Connection …

And we’re trying to go from a state of low trust to high trust … and up here, we have a person who is … knowledgeable and personable … this person displays authenticity and empathy and cares about more than just … making the sale.

This person is a PRO … an Expert … so this is the kind of person you want to work with.

Meanwhile, down here, we have a person who … doesn’t know much and isn’t approachable … like, this is a complete Novice … and like, the last person you’d wanna work with.

This is the type of person you immediately tune out … where you’re thinking, Maybe if I just hang up and call back, I might get to speak with someone else …

Up here, we have the type of person who’s very well-intentioned, a very nice person … who … has the ability to connect and make people feel good … but just doesn’t know his stuff very well.

And down here … we have … the type of person who’s extremely knowledgeable … I mean, she knows her stuff … but … she’s not exactly personable … and she … acts like she’s doing you a favor by doing her job.

And obviously, the type of people … that people wanna work with … are the ones in that upper right quadrant. Those are your … top-performers, the people who just … annihilate … their competition!

Published by Thomas Hurley

I am a father, husband, drummer, boater, marketer, communicator, animal-lover.

Leave a comment

Leave a Reply

%d bloggers like this: