Business Requires Being Known, Liked, and Trusted,
but it’s still not enough
When it come to doing business with others, it all comes down to basic principles.
These principles are rock solid, and no matter how much you try to get around them or take shortcuts, they don’t budge.
It’s like gravity. If you jump out of a ten story window, you are going to go down. No way around it. It doesn’t matter how much you try to convince yourself or others that your situation is different or special — you are going down.
You might tell yourself as you pass each floor on the way down “So far, so good, …So far, so good.”, but be reassured you will hit the ground. Gravity is pretty basic.
One of the basic principles of selling is that people will only do business with those that they KNOW, LIKE, and TRUST!
No shortcuts, no way around it. It takes ALL three.
Let’s think this through:
-If someone KNOWS you and LIKES you, but doesn’t TRUST you – NO SALE!
-If they KNOW you and TRUST you, but don’t LIKE you – NO SALE!
-And, of course, if they don’t even KNOW you – NO SALE!
Being known is good,
Being liked is good,
Being trusted is good.
But guess what? THAT’S NOT ENOUGH!
Someone can know, like, and trust you, AND be an interested buyer – and still not do business with you!
Want to know why?
Because there are lots of people who they know, like, and trust. Why should they do business with you?
They will buy from you if you have done the best job of staying IN FLOW with them. You need to be the one who has developed and maintained a solid relationship with them. They need to feel that you are the one who has done the most for them recently.
What does it take to be “in flow” – It takes Regular and Ongoing Communication.
Make sure you touch base on a regular basis with every one of your contacts, because when they are ready to buy, they will do business with the person who most recently made a connection with them (provided they know, like, and trust that person).
Have you created a relationship with your clients such that they not only KNOW, LIKE, and TRUST you, but feel like you are currently connected with them?
If not, you have work to do.