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Episode Summary

The growth of your business hinges on your ability to build and establish trust with prospective clients.

In this episode, Kerry Johnson, “America’s Business Psychologist” reveals psychological insights on how to master the art of trust-based selling.

Things You’ll Learn

  • The importance of listening for “signals”
  • When 93% of first impressions are made
  • Signs that a prospect is interested (or not!)
  • A psychological hack to get clients to do what you ask
  • The anatomy of an elevator speech that actually works
  • Why prospects forget 90% of what you say within 3 days
  • The non-financial reason 86% of clients chose their advisor
  • “Stealing Predicates” – a technique to speak the client’s language
  • How to overcome the “reflex response” to have better conversations
  • Why it’s crucial to “calibrate” at the beginning of every interaction with a client
  • How to conduct a “trust check” to know if you can move the conversation forward

About Dr. Kerry Johnson

Kerry L. Johnson, MBA, Ph.D. is an internationally known author and speaker who presents at least 12 programs a month to audiences from Hong Kong to Halifax, and from New Zealand to New York. Traveling 8,000 miles each week, he speaks on such topics as, “How ToRead Your Client’s Mind”, “Peak Performance: How to increase your business by 80% in 8 weeks” and, “Why Smart People Make Dumb Mistakes with their Money.” He has also taught at Harvard, Oxford, and Purdue Universities.

Other Episodes You’ll Like On The Psychology of Trust


Dr. Kerry Johnson (Website)

Dr. Kerry Johnson (LinkedIn)

Trust-Based Selling by Dr. Kerry Johnson



Whenever you’re ready, there are 2 ways I can help you take your relationships and your practice to the next level:

  1. The Ultimate Intro Meeting: Learn how to qualify and convert prospects in 30 minutes without being salesy
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If you want more information on either of these, let me know here.