What Happened to Know, Like, and Trust?
This happens all the time. Every time it comes up I get clearer on how to respond to my client.
We all understand that people buy from those they know, like, and trust. Mostly it is up to the sales professional to build a know, like, and trust relationship in the sales process. Typically this case is made when a prospect is identified by the sales professional when using marketing techniques for discovery. However, what happens when you already have a know, like, and trust relationship. Let me explain with a story from one of my clients:
Sam and Michelle both are business owners. One provides personal services while the other works in the financial space. They have friends, a husband and wife, who they do most everything. From family trips, social gatherings, and school outings with their collective children they spend much of their time together. Often in these social settings the subject of personal service and financial find their way into the conversation by this other couple. When Sam and Michelle offer to provide their specialty the other couple respond with, “We don’t want to jeopardize our friendship mingling business with friendship.”
When working with realtors I heard this all the time, “Why did my best friend list their home with a realtor other than me?” There is a simple solution which starts with simple conversation. It is up to us to train our friends and family who we already have a know, like, and trust relationship with that the friendship stands no matter what happens in business.
First, I assume that everyone reading this is doing good business. You provide a superior product or service to your clients. Sam and Michelle provide superior levels of service. If you believe that you are providing a substandard offering then my guess is that money is your only motivator. Selling anything to everything describes your company. Substandard companies do whatever it takes to make a buck. Sam and Michelle are exceptional at what they do. They represent the top one percent in their chosen fields.
To have those who already know, like, and trust you do business with you the answer starts with clear communication to all, around the concept of the friendship stands no matter what happens in business. The first step in this process is clearly defining your offer in such a way that it describes your target market and the results you deliver. This will separate you from those who might work in a similar space yet they don’t provide World Class products or services like you do. Thus, the results you deliver need to be articulated in such a way that they are all about your prospects and clients needs. When you can clearly describe your offer and the results you deliver, it is all about your clients and prospects. Creating your offer becomes your next opportunity for communication. Include those who you already have the know, like, and trust relationships in company communications. Send a monthly email with your offering posted in the text.
Finally, have the conversation around the friendship stands no matter what happens in business. This needs to be done face to face. Now in Sam and Michelle’s case they can provide their services in pieces. That is to say they are not all or nothing businesses. In Michelle’s financial business she can take all or part of the investment piece to demonstrate to her friend the ability to manage the investment successfully. In Sam’s case his personal service always starts with a simple evaluation. Selling a house is a much larger transaction in which you are either in or out. It is much easier to transition when pieces are the norm. In all cases have the face to face conversation letting the chips fall where they may. As you do so you will at least feel like you made the attempt to deliver the best possible product and service to your friends and family.
Gerry Rose runs INTEGRITY Networking Solutions in Oceanside, CA. He works with people in business who want to attract the right prospects and generate more referrals. More than 10,000 businesses have been presented the INTEGRITY Networking Solutions system in San Diego, Los Angeles, Riverside, and Orange Counties.
Gerry’s stimulating presentation Unlimited Prospects, Unlimited Referrals is ideally suited for small business owners, home-based businesses, and independent professionals who want clearer direction and want to attract more prospects, develop dynamic systems, and strengthen their companies’ accountability. Gerry does one on one consulting, conducts a range of keynote speeches from thirty minutes to full-day education workshops. His book series, Unlimited Prospects, Unlimited Referrals, are available on the website, www.integritysd.com.
Gerry has more than 20 years’ experience directing business owners how to grow their businesses. He is a networking dynamo. Those who know him will assure you that he does a great job of bringing people together—which is why he started INTEGRITY.
Involved with networking organizations since 1984, Gerry is a Distinguished Toastmaster, a member of Toastmaster International, and has chaired numerous chambers of commerce and non-profit organizations.
Are you truly committed to attracting the right prospects and generate more referrals? If so then contact INTEGRITY Networking Solutions for availability and information. You can contact Gerry by mail at 1610 Quiet Hills Drive, Oceanside, CA 92056. Direct dial (760) 439-4623; e-mail to gerry@integritysd.com. For more information, go to www.integritysd.com
