Know Like Trust In Business – it might now mean what you think

The “Know Like Trust” factor is essential for your sales and business growth. Let’s talk about why (it might now be what you think) and how you can increase the Know, Like, and Trust factor in your business.

What does “Know Like Trust” Mean?

KNOW – Yes, the customers need to know that you exist, but more than anything, they need to know they have a problem and actively look for a solution. When they do, your job is to make your solution foundable.

How do you make yourself foundable to the right people? It starts with knowing who you want and then designing a powerful invitation for them. 

LIKE – Your prospective customer needs to like the end destination. They need to desire change, even if change means pain. Your job is to make the destination so desirable that they can justify the investment. 

Regardless of what you sell, you need to be able to visualize what it looks like when your customer has arrived at the destination. 

TRUST – They need to trust their own ability to get results. Your customers need to believe in themselves to arrive at the destination, and your job is to make them feel safe along the journey.

When you position yourself as an expert, your customers won’t second guess your skills or knowledge but they do question whether they have what it takes to get to their dream results. So while building trust for your brand and business is important, you really need to build the confidence of your prospective customers so that they feel they can do it, too! 

Is "know like trust" really needed to sell?
Is “know like trust” really needed to sell?

So, how do you actually implement the right kind of know-like-trust in your business?

Show the end destination

The definition of insanity is doing the same thing over and over again, but expecting different results. – A. Einstein

To get a new type of outcome, a change is needed… but change is generally painful. Companies and people struggle to pull through big changes, even if they know those are required to get a different outcome. Your job is to know exactly what the end destination looks like for your customers, once they have engaged in your services. And you need smart tools to illustrate it to your customers too.

The more complex solutions you sell, the more simplicity you need in your sales process. You need to visualize the end results to your customers so they clearly see what winning with you looks like. Illustrate the end results, and the pathway to get there, so your customers feel secure with you.

Make it desirable

Change always comes with a cost. If the outcome is not desirable enough that it would justify the investment, your customers won’t buy your solution. You need to make sure that the end destination is more desirable than the cost of getting there.

Identify the reasons for your customers want the results, and share these as the benefits of your solution in your marketing. Understand why they should want the end results, what are the real benefits of the transformation you offer.

Make them trust their own ability to get it done

Your customers most likely have tried and failed to get results before. If you are a health coach, you know that your customers have tried all kinds of diets yet they still haven’t solved their health problems. As business growth engineer, I meet business owners who have tried all kinds of marketing, funnels, branding, webinars, challenges, high-tickets, low-tickets, and productivity hacks… yet they still don’t know how to grow their businesses.

If you are clear on who you help, what exact results they get, and why they should care… and if you have illustrated how winning with you looks like… and you have positioned your brand as the leader in your particular niche… your customers are no longer questioning whether YOU can your stuff, but whether THEY have what it takes to get to their goals.

You need to show how easy winning with you is.

Example from My work

When working with clients, I need to work hard to make my clients – who oftentimes don’t have deep skills in technology and systematization – believe that it is possible to learn (and in many cases also enjoy) technology and tools.

Of course, they don’t need to become technology professionals, but when growing and scaling a business in any industry, systems, processes, tools, and technology are required. They need to become comfortable having conversations about technology and know how to make them part of their overall growth strategy.