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.