BRX Pro Tip: Know Like and Trust
Stone Payton: [00:00:00] Welcome back to BRX Pro TIps. Lee Kantor and Stone Payton here with you. Lee, I hear this a lot, particularly because we work with a lot of people in the professional services arena, some of whom are even experts in sales and marketing, and you’ll hear this phrase about how important it is for the people you’re trying to serve to, to know, like and trust you. But I’d like to get your take on this thing – know, like and trust.
Lee Kantor: [00:00:25] Right. That’s something that a lot of salespeople believe that in order to sell something, the prospect has to know, like and trust them. So, if that’s true, if you really believe that to be true, then you’re going to have to know more people, you’re going to have to be more likable, and you’re going to have to be more trustworthy.
Lee Kantor: [00:00:44] And in order to do that, it usually begins with serving them in some manner rather than trying to sell them something the minute after you meet them. I think a lot of times, people think they can accelerate than knowing, liking and trusting because that fits their timeline, the salesperson’s timeline, but that rarely fits the prospect’s timeline.
Lee Kantor: [00:01:06] So, if you really believe knowing, liking and trusting is essential for more sales, then start knowing more people, start being more likable, and start being more trustworthy. And that’s a great tip for all of these people on LinkedIn that try to sell you something the minute you connect with them. You can’t be doing that behavior. That behavior is annoying. You might be known, but you’re not going to be likable, and you’re not going to be trustworthy. So, it fails two-thirds of this kind of maxim. So, I would recommend knowing lots of people, sure; being likable, absolutely; but being trustworthy is an essential part of this formula.
