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E01S24 - Trust vs. USP – Selling Magically Express (Part 1)
Welcome to Selling Magically Express — a mini-masterclass within The Result Show! 🎉
Today, we dive into one of the most critical (but often overlooked) factors in sales success: Trust beats USP.
In this first part of our series, you’ll discover why people don’t just buy the best product or the most unique service — they buy the person or company they trust and like.
We explore real-life examples, from overpriced MOT horror stories to multi-million pound consultancy deals won (and lost) because of emotion, not logic. Whether you’re selling a product, a service, or even yourself, understanding this shift will transform the way you approach clients and opportunities.
00:00 – 01:00 | Introduction – Launching Selling Magically Express
01:01 – 05:20 | A Story About Trust: MOT scams, broken promises, and loyalty lost
05:21 – 07:31 | Trust vs. USP – Why trust matters even more for services
07:32 – 10:12 | Big Deals and Big Lessons – How PwC lost to Capgemini (and why it wasn't about capability)
10:13 – 12:12 | Trust + Liking – The two emotional drivers behind business decisions
12:13 – 13:58 | Trust, Liking, and Choosing Partners – Business and personal decisions alike
13:59 – 17:04 | Tesla, Versace, and Falling Out of Love with Brands – Emotional disconnection explained
17:05 – 20:30 | AI, Authenticity, and Standing Out – Why sounding the same is deadly in sales
20:31 – 21:09 | Closing Thoughts – Emotional engagement as the true foundation of selling
21:10 – 21:35 | Next Time: How to Double Your Sales by Asking Three More Questions (Don't Miss It!)
Why This Matters
💡 Understand the true buying motivators – trust, emotion, and liking
🤝 Shift from "selling a product" to "building a relationship"
🚫 Avoid the race to the bottom on price and features
🎯 Learn how to become the obvious choice — even against technically "better" competitors
Trust, liking, and emotional engagement aren’t fluffy extras — they are the sale. Get this right, and everything else gets easier.
Keywords: sales skills, selling strategies, trust in business, emotional selling, USP vs trust, selling services, customer loyalty, rapport building, emotional buying decisions, business development
Hashtags: #SellingMagically #SalesTraining #TrustBasedSelling #EmotionalSelling #SalesSuccess #TheResultShow #BusinessDevelopment #USPvsTrust #AuthenticSelling #SalesMasterclass
💌 Questions? Email us at [email protected]
📺 Next time: Find out how to double your sales by asking just three more questions — don't miss it!
Hosted on Acast. See acast.com/privacy for more information.
View all episodes
By David ShephardWelcome to Selling Magically Express — a mini-masterclass within The Result Show! 🎉
Today, we dive into one of the most critical (but often overlooked) factors in sales success: Trust beats USP.
In this first part of our series, you’ll discover why people don’t just buy the best product or the most unique service — they buy the person or company they trust and like.
We explore real-life examples, from overpriced MOT horror stories to multi-million pound consultancy deals won (and lost) because of emotion, not logic. Whether you’re selling a product, a service, or even yourself, understanding this shift will transform the way you approach clients and opportunities.
00:00 – 01:00 | Introduction – Launching Selling Magically Express
01:01 – 05:20 | A Story About Trust: MOT scams, broken promises, and loyalty lost
05:21 – 07:31 | Trust vs. USP – Why trust matters even more for services
07:32 – 10:12 | Big Deals and Big Lessons – How PwC lost to Capgemini (and why it wasn't about capability)
10:13 – 12:12 | Trust + Liking – The two emotional drivers behind business decisions
12:13 – 13:58 | Trust, Liking, and Choosing Partners – Business and personal decisions alike
13:59 – 17:04 | Tesla, Versace, and Falling Out of Love with Brands – Emotional disconnection explained
17:05 – 20:30 | AI, Authenticity, and Standing Out – Why sounding the same is deadly in sales
20:31 – 21:09 | Closing Thoughts – Emotional engagement as the true foundation of selling
21:10 – 21:35 | Next Time: How to Double Your Sales by Asking Three More Questions (Don't Miss It!)
Why This Matters
💡 Understand the true buying motivators – trust, emotion, and liking
🤝 Shift from "selling a product" to "building a relationship"
🚫 Avoid the race to the bottom on price and features
🎯 Learn how to become the obvious choice — even against technically "better" competitors
Trust, liking, and emotional engagement aren’t fluffy extras — they are the sale. Get this right, and everything else gets easier.
Keywords: sales skills, selling strategies, trust in business, emotional selling, USP vs trust, selling services, customer loyalty, rapport building, emotional buying decisions, business development
Hashtags: #SellingMagically #SalesTraining #TrustBasedSelling #EmotionalSelling #SalesSuccess #TheResultShow #BusinessDevelopment #USPvsTrust #AuthenticSelling #SalesMasterclass
💌 Questions? Email us at [email protected]
📺 Next time: Find out how to double your sales by asking just three more questions — don't miss it!
Hosted on Acast. See acast.com/privacy for more information.