“All things being equal, people will do business with, and refer business to, those people they know, like and trust.”
~ Bob Burg, Best Selling Author of Endless Referrals
One of the natural laws of the business world is that people do business with those whom they know, like, and trust.
Doing business for several years, especially in sales, this is a fundamental law. If you need to gain customers, be aware of these 3 steps before the customer is even willing to open up their wallets to your business.
Most importantly learning how to develop your Know, Like & Trust factors is the key to building successful and fruitful relationships,
Factor #1: I Know You.
Simply put, ask yourself – how many people know you?
Scan through your phone’s contact list and that will be the first clue.
If you were to call them, who would know your background? Who would know what you do?
One of the best ways to raise your Know factor especially professionally, is to fill up your LinkedIn profile. When I was single and dating, this was my favorite method to check out the guys’ background professionally! Not just potential girlfriends use this method, potential employers, recruiters and headhunters do the same.
Please do not become the world’s best kept secret! You are not a security password.
Other ways include networking like joining a local club or attending a conference or event.
Once people know that you exist, what should you do next?
Factor #2: I Like You.
Please take note it is NOT necessary to get everyone to like you. For absolutely no reason at all, some people do not like you.
But I think the worst is to be absolutely invisible that no one likes NOR dislikes you.
There is huge obvious secret on how to get people to like you.
Be yourself. Be your authentic true self.
Because we are all humans, we have something in common.
We crave for understanding and to be understood.
One of the best ways to be likeable is to seek and truly understand the people you around you.
Ask thoughtful questions, and listen intently. We have 2 ears and 1 mouth, so be proportional in the usage!
By developing a genuine understanding and connection to the people you are with, you are more likely to feel genuine and authentic yourself.
Factor #3: I Trust You.
This is one of the most difficult levels to achieve.
As professionals, we need to be so committed to the success of everyone we serve.
Are we able to help them choose someone else if we are not the absolute best choice they can make to fill that particular need?
No matter how much people know us and like us, in order to give that trust, they have to believe that we are committed to their total success.
The day they realize that our commitment to our own interests is greater than our commitment to their interests is the day that trust erodes, at least a little.
That is why sometimes the best way to keep a client for life is to send them to someone else.
Be incorruptible in your commitment to the success of others. And that’s when you will start to gain trust.
No matter how many people know you or even like you, it’s the people who trust you to put their long-term best interests ahead of your short-term best interests — who will always do business with, and refer business to, you.