Know, Like and Trust – And the Winner Is?
Bob Berg states in his best seller “Endless Referrals” that “All things being equal, people will do business with, and refer business to, those people they know, like and trust.” This has become an axiom in almost all arenas of marketing. If every other aspect of what one proposes is on par and equal to what others are offering the deciding factor becomes personal. Knowing, liking and trusting tip the scales.
But, one of the three factors has a more obvious influence than the others. One factor far out weights the other two. Which would you choose? Knowing? Liking? Or Trusting?
Think about the last time you made a business buying decision. Perhaps it was a physical piece of equipment or a business service or a seminar or conference registration fee. There were silent and subtle influences at work in the realm of “know, like and trust” that led you to your ultimate choice.
It is helpful to “like” something before you would be willing to make purchase, but it certainly is not necessary. Say your doctor told you that a change in diet and exercise was a necessity to avoid becoming diabetic and he or she recommended a nutritionist and a trainer. You meet both of these people as suggested but find that you really don’t “like” either one. But, because it came from your doctor you go ahead and use their services. Perhaps, as important as “like” is, it is the most significant requirement to making a purchase or use a service.
In the same situation you most likely did not “know” the nutritionist nor the fitness trainer. But, you implicitly trusted them before you met them because you trusted your doctor’s recommendation.
Of the three, “trust” stands out as the one element that cannot be compromised. One need not “know” or “like” a person, product or situation in order to do business. But, without “trust” no interaction will happen. Regaining trust when it is lost is very challenging. One must re-prove themselves to be trustworthy. Ever lose the trust of a co-worker, boss or loved one? Then you know what it takes build trust back.
So, it makes sense to firstly develop a trusting persona, brand and business practice. Trust comes from doing what you said you would do and when you said you would do it or, saying that you won’t be able to do something on time and then re-promising. You become reliable through being in communication.
Trust is developed when customers are in agreement and a consensus is reached that a person or business is entitled to be trusted. Trust is a privilege and honor to be guarded. When people are confident in your actions, they believe what you say and know you are count-on-able. Only then do you become trustworthy and respected.