The most misunderstood principle in business: KNOW, LIKE & TRUST
What it is and what it isn't.
We’ve all heard this over and over again: People work with and buy from those they “know, like and trust.” I agree! But I also think this is one of the most misunderstood principles in business today.
Know, like, and trust, especially with new prospects has NOTHING to do with your personality. Or very little.
Your new connection needs to KNOW you understand their business, their priorities, their needs. They need to LIKE talking and meeting with you because you don’t waste their time and you always bring value. They need to TRUST you in order to hand over both their money and some degree of responsibility to you.
Some professionals take these words as a social concept which changes the meaning completely.
They think they need to cozy up with the individual and get to know things like their partner’s name, or how many kids they have or don’t have, their birthdays, or whether they have pets or not. NO!
All of that will come in time. If—and it’s a big and unnecessary if—you become social friends. And that happens, too. All the time!! (Some of my closest friends were once clients!) Just not at the start. And if you push for that kind of interaction in your early meetings, it’s much more likely you’ll push that prospect away. We all know the smarmy sales rep who pretends to be everyone’s best friend…ick!
Establish your expertise, professionalism, trustworthiness, and your value.
The rest will come—IF you and your client WANT IT! To do business together, it’s not necessary.
KNOW, LIKE and TRUST is all about your business relationship and the value you bring. Obviously, they need to KNOW you. But a prospect doesn't necessarily have to LIKE you socially or have common personal interests to work with you! They have to LIKE working with you because you show up when you say you will, bring what you said you’d bring, discuss the items you planned to discuss, and end the meeting in the time you scheduled. (These things help build trust, too.) They need to TRUST that you're competent and have their best interests in mind. TRUST, as I said in an earlier newsletter, is the primary foundation. Begin building it right away.
An important note: Know, Like and Trust is not exclusive to sellers. Everyone in the organization, whoever has any contact with a client or prospect is creating an impression of your company and what it will be like to work with you. Everyone sells. For you or against you. Every. Single. One.
Be professional. Be kind. Be trustworthy. The rest will follow.
Good luck!
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