Up to now, our Market Dominance Guys, Chris Beall and Corey Frank, have used this podcast as a platform addressing the topic of how to dominate B2B markets. But today, the guys are interviewing Jeff Lerner, founder, and CEO of Entre Institute, about the process he employs to dominate a B2C market. By placing daily video messages on social media about himself, his life, and his goal to help people improve their lives, Jeff proves to his prospects that he is a person they can identify with and, eventually, a person they can trust. It’s not as quick as a cold call: Jeff says it takes about six months of exposure to his messages before skepticism is diminished in his prospects’ minds and they trust him enough to be open to what his company offers.
Chris compares the arc of Jeff’s social media campaign with that of a salesperson who makes cold calls, including the ambush of catching a prospect unaware with an unscheduled call — which is very much like what Jeff does when his videos pop up on social media, essentially ambushing his potential buyers and creating instant mistrust. Jeff explains that the more complex the problem is that you’re trying to solve for your prospects, the more mistrust there is for you to overcome. And, as he says, “You don’t build trust with knowledge or technical competence. You build it emotionally, empathetically.” Listen in while Chris, Corey, and Jeff discover more similarities between dominating business and consumer markets in this Market Dominance Guys’ episode, “B2B or B2C: It’s All About Gaining Trust.”
About Our Guest
Jeff Lerner is CEO and founder of Entre Institute, which provides business training, inspiration, and personal support through videos, messaging, online workshops, and one-on-one interaction for entrepreneurs who want to create online businesses and awesome lives.