Know, Like & Trust — Really?

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There seems to be a formula preached by many out there that if you can get your prospects to just know, like, and trust you, then they will magically just open up their wallets to you.

I cringe when I hear that saying because it often smells of disingenuous intentions when it is delivered by sharky sales trainers who are trying to give you a way to trick your potential customer into buying. 

You need to know, like, and trust your prospect

I believe what really matters is how much YOU know, like, and trust your prospect.

The first essential in any marketing relationship is knowing your customer.  How much do you know about them?  Or is it your goal to just get them to know everything about you?  They could eally care less.  of course, you have to have some sort of reputation built up in their minds, but really, if you know them better than they know you it will be much more profitable for you in the end.

Do you like your prospect?  If you have any kind of long-term outlook in building a customer base, it better be with people you really want to work with.  The worst thing you can do is hastily get someone to like you enough to buy from you and then they turn out to be the customer from Hades.  Most good business models are built on nurturing and developing a list of profitable repeat customers.  Nobody likes to work with the complainers, price-sensitive bottom feeders, or slow-pays.  So make sure you like who you are potentially going to work with.  This is where solid pre-qualification comes into play.

Finally, make sure you can trust your prospect.  Again, this gets into good prequalification.  Now it goes without saying that you also need to be trustworthy. Your reputation should never come into question.  If you are new to your business or marketplace gather testimonials right away.  Trust really is a two-way street.  It involves both you and your prospect.

There is a subtle line between making your marketing effort show your uniquesses and be “all about you” and the flip side which is having a “customer-centric” approach which is “all about them.”

Yes it is important for your prospect to know, like, and trust you.  But, it is equally important that you know, like, and trust your prospect if you planning on having any kind of long-term business relationship with them. 


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