Pew Research Center<\/a> and the Edelman Trust Barometer found that 44% of Americans do not trust other people. About half of us do not default to trust because we don’t want to get bamboozled.\u00a0<\/p>\nWe’ve moved from trust then verify, to verify then trust. We live in the verification era, and we verify everything before we say yes.\u00a0<\/p>\n
PAR: What caused this shift?<\/b><\/p>\n
Pryor: <\/b>It’s been happening over the last decade, and it’s not just a result of the advances in AI. In my upcoming book, I talk about eight specific shifts that have created this, but let’s talk about the two common ones: information overload and the fact that it’s so easy to fake things.<\/p>\n
In the past, a salesperson might share a statistic about their association audience with a prospect. If this prospect wanted to fact check, they might have to search the trade journals or go to a library and look at research on microfiche. Frankly it wasn’t worth the effort to verify everything, so unless somebody gave us reason not to, we defaulted to trusting this person as the expert. Today, your prospects have a handheld computer in their pocket to quickly check if something is true. They can do that in 10 seconds.<\/p>\n
Secondly, we live in a world where everything is incredibly easy to fake. We get an email, and we wonder if the sender or AI wrote it. We’re surfing social media, and we’re like, “Is that really a baby rapping Jay Z or was that made by AI?” Our brains are not cognitively wired to sift through so much information, and so the cognitive shortcut we’re all taking is skepticism first.<\/p>\n
A personalized member email used to take some effort. Personalization was costly, and it signaled something to the member. Email technology has filled in a first name for two decades, but now the personalization includes how many years they’ve been with the association, what events they participated in. It used to take your membership team time to look into how a member has engaged. Today that can be done in two seconds, so personalization is now a cheap signal. We’re like, “My 14-year-old can do that.”<\/p>\n
PAR: If personalization won’t impress our members, what will?<\/b><\/p>\n
Pryor: <\/b>People used to say to earn trust, you need to be clear. You need to be personal. You need to be a competent and polished communicator. All of that is table stakes. If you can’t do all those things, you don’t stand a chance regardless. Today, the currency has moved to congruence.<\/p>\n
Here’s a precondition and then four congruence layers. The precondition is the disarm stage. Most business developers don’t realize that skepticism has never been higher. They get so excited about what they have to offer that they don’t have a strategy to bring that wall down. How do we disarm before we deliver the value, the stats, the benefits?\u00a0<\/p>\n
Once we disarm, there are four layers of congruence: communication congruence, belief congruence, contextual congruence, and character congruence. We’ll cover these at RevUP, but here’s an example.<\/p>\n
Communication congruence is the modern-day version of “say what you mean, mean what you say,” but it’s much more than that. It’s when what you are saying to your audience – and what they’re receiving and the intention underneath it – are all pointing in the same direction. For many years organizations used strategic ambiguity, which is saying things in sweeping generalizations like, “Members who attend our conference saw significant growth in their business.” No one has the tolerance for corporate-comfortable language anymore. It reads as evasive or cagey. Your prospects are wondering: “Why aren’t they giving us specifics? Why are they not giving me the number of people who didn’t have that success?” There’s a whole new equation that people are running.\u00a0<\/p>\n
PAR: If you look at available technology, you might argue it’s never been easier to be a salesperson. But you could also argue that it’s never been more difficult.<\/b><\/p>\n
Pryor: <\/b>It’s never been easier to create assets, pull the stats, or personalize at scale. But it’s never been harder to differentiate yourself from your sales neighbor who is doing the exact same thing using the exact same technology.<\/p>\n
Imagine I’m pitching myself to you as a keynote speaker. I am parsing information from the RevUP website and personalizing like heck. It could be that I sat for three hours in front of my computer and created a personalized deck just for you – or I could have used AI to do it. That’s the world we live in now.<\/p>\n
PAR:\u00a0 So, do you tell your client, “I did this without using AI”? The client might think you’re not progressive.<\/b><\/p>\n
Pryor: <\/b>One of the biggest antidotes to communication congruence is named intent. It’s one of two things: “Hey, just a heads up. I used an AI tool to create this deck for you, but all the thoughts are mine.” You say exactly what they were already thinking. You’re deluding yourself if you think they can’t tell.\u00a0<\/p>\n
The other side is to say: “I put this together manually because I thought it was worth the effort of really digging in here. I did not use an AI tool. For me, the value of really sitting with this and considering your unique opportunity outweighed the perfection that an AI tool would have given.” That’s named intent, and right now, that’s the stuff. The client thinks, “They’re being real with me, which means they’re going to be upfront with me throughout this whole deal and this relationship.”\u00a0<\/p>\n
If on a sales call you say, “”I’m going to spend some time with this proposal and really make some choices designed for you” – and then nine minutes later a multi-page custom proposal lands in their inbox – that’s a signal gap. It doesn’t matter how good the content is. I said I was going to spend time on it, and it was going to be custom to you. I think we both know what I’m capable of doing in nine minutes. These are subtle ways that break our believability and trust without realizing it.\u00a0<\/p>\n
PAR: You also mentioned belief congruence, and that seems related to what we’re talking about here.<\/b><\/p>\n
Pryor: <\/b>You need to let them watch you think. It used to be that experts were the experts, but not anymore. Now everybody believes themselves to be the expert. They are a Google expert. They are a ChatGPT expert. They read the LinkedIn. They saw the TikTok. The premium has moved away from expertise or being the tenured person who knows best to letting them watch you think.<\/p>\n
In that earlier example when I was selling myself to be your keynote speaker, let’s say I know that this particular topic is the keynote I want to give. I could push that keynote and say, “This is the one you need. It’s very fresh and timely.” But letting them watch you think means saying, “This is the one I recommend, but there are two or three other keynotes that groups like yours tend to like. I thought about this one, but here’s why I ruled that one out. I thought this other one might be useful for your group, but based on what you just told me, here’s why I am ruling it out.” Letting them walk the path with you versus handing a polished conclusion has never been more important because the era of “trust me” is over. They don’t want your polished conclusion. They want to understand the paths not taken.\u00a0<\/p>\n
I might say, “Listen, if this is a roomful of people who are unwilling to look at their own blind spots, then this keynote is not the right fit.” Name the con. Name the weakness. In today’s world you will lose the room, lose the client, if you don’t at least give a flavor of that stuff. Most people are still leading with strengths. It’s not that you don’t say the strengths; it’s that you can’t afford to not say the other stuff because it has an outsized premium now.<\/p>\n
PAR: Why do associations struggle with member conversions?<\/b><\/p>\n
Pryor: <\/b>Many are still using techniques and strategies for conversion that worked a decade ago and haven’t updated their playbook for the skeptical, information-overloaded, believability-crisis world we live in now. What used to work might be white noise in today’s world where believability is so low.<\/p>\n
As tempting as it is to save resources by creating content via ChatGPT, the associations that do that are going to have a hard time. Associations must prioritize bringing new perspectives to light. AI will pattern, recognize, and create acronyms better than any human ever will. You need to deliver information and experiences that stay ahead of the trend, looking for the “what’s next” to pour into your members. If what you’re putting out there can be regurgitated on AI, that’s not enough of a draw.<\/p>\n
PAR: What is the unique challenge for associations?<\/b><\/p>\n
Pryor: <\/b>Because uncertainty is higher than ever, membership in what some see as a non-essential job-related organization is getting harder to sell. Associations have a much bigger lift to articulate their value. People believe they can use AI or the internet to get the same learning.<\/p>\n
But those three key takeaways they’re going to get by attending the association’s conference are not the thing. The thing is what’s wrapped around it – the speaker whose examples are exactly what you’re experiencing or the people at your table talking about the thing you just learned and how it applies to your business. The key takeaways you get from AI-ing a topic are nowhere near the action-creator that being in the room is.\u00a0<\/p>\n
Your audience thinks, “I can learn this for free anywhere. Why do I need to pay travel, hotel, and a conference fee?” How can you preempt that in your marketing strategies, your outreach? How do you preempt that skepticism so people don’t see you as optional? You must overcome that objection before a single person says it to you – because they’re not going to say it – they’re just going to think it.<\/p>\n
\nHear Henna Pryor Speak at RevUP ![\"\"](\"https:\/\/mypar.org\/wp-content\/uploads\/sites\/3\/RevUP-2026-Logo.svg\")
<\/b><\/p>\n
Don’t miss Henna Pryor’s keynote at PAR’s RevUP Summit 2026<\/a> from Nov. 3-5 at MGM National Harbor, Maryland. Pryor will share how behavioral science and decision psychology reshape how trust works today – and why credibility alone is no longer enough to drive action. Register here<\/a>.<\/p>\n\n","protected":false},"excerpt":{"rendered":"Skepticism has become the default \u2014 and AI, information overload, and effortless personalization are making it harder for association revenue teams to earn trust. Ahead of her RevUP Summit 2026 keynote, workplace performance expert Henna Pryor explains why polished messaging can hurt more than it can help, how congruence builds credibility, and why showing your thinking may be the most powerful trust signal of all.<\/p>\n","protected":false},"author":12,"featured_media":19622,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_bbp_topic_count":0,"_bbp_reply_count":0,"_bbp_total_topic_count":0,"_bbp_total_reply_count":0,"_bbp_voice_count":0,"_bbp_anonymous_reply_count":0,"_bbp_topic_count_hidden":0,"_bbp_reply_count_hidden":0,"_bbp_forum_subforum_count":0,"inline_featured_image":false,"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[39,43,130,134],"tags":[],"class_list":["post-19621","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-development","category-marketing","category-membership","category-revup"],"yoast_head":"\n
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