The Real Power of ‘KNOW, LIKE, TRUST’… is When You Flip It

Most of us as Marketers are familiar with the Bob Burg quote:

“All things being equal, people will do business with — and refer business to — those people they know, like and trust.”

Much has been said about how to become known, liked and trusted and largely I agree with it.

But I think there’s something missing.

The real power of ‘know, like and trust’ comes when you flip it on its head.

Sure people are more likely to do business with you if they feel those things about you…

But I would argue that they’re even more likely to do business with you when they feel that you know, like and trust them.

Take my favorite local cafe — a place I visit daily.

I know them… they’re the cafe with the bright yellow awnings that stand and cool lights that stand out when you drive past.

I like them… they make the best coffee in town.

I trust them… they’ve gone out of their way to adapt their menu to my quirky diet.

But here’s the thing… plenty of cafes do that kind of thing these days in the food-obsessed city of Melbourne where I live.

What takes things to the next level with this cafe is that they know, like and trust me — or at least I feel that they do.

I’m Known: When I enter they greet me by name and ask me if I just want a long black or whether I’ll need the Skinny Latte with half a sugar that Vanessa has.

I’m Liked: They ask me about my kids and comment on the holiday that they saw me just share photos of on Instagram.

I’m Trusted: When I realise I’m short on change because I had to give my kids my last money for school they tell me it’s ok and I can pay them next time.

Of course the cafe I’m talking about is a relatively small enterprise and in the hospitality industry — and one might argue that it’s easier to be more personal in that situation.

This is true. But there are many ways to flip know, like and trust on a larger scale with the technology that we have today and many of the businesses that embrace this philosophy are the ones that are growing fastest today.

I’d love your feedback on this.

It’s something I’ve pondered for a few months now and want to develop further. If you have examples of companies, brands who are doing this well — I’d love to see them!