A "deluge of noise" in the market has made every prospect distrusting, Godin says. So when you pitch an idea, the prospect automatically asks:
- Who recommends this guy?
- What will my boss think?
- Where does he work?
- When I visit his Website, is it flaky?
"Notice that all of these questions get asked before the idea is even analyzed," Godin writes. That's because, "not all good ideas are pre-proven, sophisticated and from reliable sources."
In my view, there are four other questions a prospect asks during the first contact:
- Does this guy speak my language?
- Does he only use jargon and superlatives?
- Does he like scare tactics?
- Does he blather?
Word derivations say a lot. The English word trust comes from the German Trost, which means "comfort."
Do you make prospects comfortable?
Or are you a flake?
