1-888-353-5012Your business is surrounded by competitors: independent operators, giant national brands, and most likely, online alternatives. Competition is tough and your customers are CONSTANTLY bombarded with marketing messages from businesses competing with you for their attention.
So what makes people choose YOU? What makes YOU the place they frequent again and again? Well, a lot of things go into that decision but one we want to highlight today, the “Know, Like, and Trust” factor, was popularized by bestselling author Bob Burg in his book ‘Endless Referrals’. And while the idea itself, that people are more likely to do business with someone they know, like, and trust, might seem simple, the principle is proven to increase customer engagement, trust and long-term success in various industries. It’s something every Business Owner should understand and appreciate. Here’s what you need to know…
Step 1: Let People Get To Know You —The Real You!
Big brands have huge marketing budgets to invest in creating a “brand presence” (think slogans, repetitive logos, celebrity endorsements.) Please, leave that to them (it’s a quick way for you to go broke) and do what they can’t – BE HUMAN.
People want to KNOW who you really are, not just what you sell. Build authentic relationships and appeal to your target audience by building a local community presence, demonstrating your personality and company culture and highlighting what makes your business unique.
Step 2: Get Them To Like You —The Emotional Connection
Once they KNOW your business, they need to LIKE what they see. Big brands often feel distant and cold, while your small business has a unique advantage to show people what the big brands can’t – A PERSONALITY.
Build that emotional connection that makes people feel seen and understood. Show your prospects you care by demonstrating you understand their needs, concerns, and desires. Share stories that resonate, be transparent about your mission, and let your customers see the people behind the brand.
Step 3: Earn Their Trust —Consistency And Reliability
Once they KNOW and LIKE you, the final step is earning their TRUST. As a small business, you have the flexibility to do what you say and making things right when needed – every time.
Keep your promises, maintain transparency in your business practices, and stand by your product with guarantees. Your reputation is shaped by your consistency, how you handle issues when they arise, and how you respond to customer feedback (be sure to read and respond to online reviews both good and bad!)
But while it’s all great and good to understand this concept, what does it mean for your business? How can you actually leverage it in what you do?
How to Actually
BE KNOWN, LIKED, and TRUSTED
We now understand that people are more likely to do business with someone they know, like, and trust, but the REAL value is with actionable things you can do to actually BE KNOWN, LIKED and TRUSTED. So, the next time you’re…
Crafting an Email Campaign…
Show your personality! Connect on a human level, try sharing a behind-the-scenes look at your team, or tell a story that highlights your brand values.
Rolling out a Promotion…
Remember it’s not just about the offer—it’s an opportunity to connect, be transparent about what they can expect and show you value their business.
Writing Marketing Content…
Think about how you can illustrate what matters to you. Share your expertise, but also share your values, your mission and your authenticity.
Updating a Marketing Piece…
Be clear who you are and why they should trust you. Share testimonials, show off your values and provide easy ways for them to connect.
Handling a Customer Query…
Don’t just send or respond with canned answers. Really listen, show empathy, offer real solutions and be transparent.
Connecting with a Customer…
Make a genuine connection. Don’t just talk about the issue at hand. Ask about their day, share a laugh and show you care.
Delivering a Product/Service…
Think about how you can exceed expectations, go above and beyond, and show that you can be relied on.
Networking…
Focus on building relationships—get to know people, listen to their needs, and share your story.
Receiving Customer Feedback… |
Whether positive or negative, respond thoughtfully and respectfully. Show that you value their input and make changes if necessary.
And WHEN you begin to craft your Business Guarantee, remember how it will play a crucial role in (even accelerate) YOUR “Know, Like, and Trust” factor.
The guarantee helps customers quickly understand your values—whether it’s customer-first, quality-focused, or service-oriented.
When customers see you put their satisfaction above all else, they’ll form a connection with your brand and have a positive first impression that enhances their affinity to your business.
A strong, no-questions-asked guarantee is a powerful sign of trustworthiness, transparency, integrity, and a commitment to customer satisfaction that can reduce much perceived risk.