Know, Like, Trust: Three Steps To Winning The Business
July 27, 2008 by Akemi Gaines
The long, and sometimes winding, road from nobody to somebody
Okay, I’m back. I appreciate your loving support for my inner child. (I sometimes call her Wie Wie.) But we are back to discussing business, and today I want to talk about the very basic thing in marketing that you just can’t afford not to know. It’s so basic that, when I started my business, I didn’t give it much thoughts – I took it for granted. It’s about the three steps to successful sales: Know, Like and Trust.
In order for a potential customer to do business with you, he or she first need to KNOW you exist. You and your business. Then they need to LIKE you. They may not consciously admit they are doing business because they like you, and there are certain businesses that this factor hardly matters (such as businesses that address emergency – when you are locked out of the house, you probably call the locksmith in your town even if he is not the most pleasant person. . .), but in most cases, this is critical. Finally, they need to TRUST you enough to put their money and emotional investment in your business.
It sounds simple. Common sense. But actually getting this process working is . . . well, it’s a lot of work. Let me explain by an example.
Who is this guy? James “hire me” Chartrand?
While I was trying to learn about blogging by checking famous big blogs, I noticed I saw some names repeatedly in their comments. Like James “hire me” Chartrand.(Note: He doesn’t sign this way any more, I think. This was awhile ago. But still, this is a great twist – if you have a common name, learn from his example how to stand out.) I’m not sure how many times I saw his name before I actually started recognizing it. Read: many many times. This is the KNOW step.
Then one day, I was writing my own comment at a big blog. Now you know how things are at those A-list blogs. Most comments are like “Great post!” “I totally agree.” kind. I actually had a point that I thought was valuable, and had to think a bit how to say it. And while I was staring the screen, I noticed this guy James also wrote a comment asserting his point. I thought, “Hey, here is someone who can actually think, and not afraid of saying it!” This is the LIKE step. Or maybe the beginning of it.
So I finally clicked on his name and went over to their blog. “Men With Pens” Hmm. . . do they have anything interesting for me? I subscribed to their feed and honestly, pretty much forgot about it. (I have way too many subscriptions that I just can’t keep up with all the posts . . . my apology here.) Eventually, I noticed they respond to every comment on their blog. Now I try to do the same on my blog, and I know how hard it is. They have far more comments and they still do it. So this is quite remarkable.
Then I asked if they could do an interview for me. They were graceful both in the interview and in responding to comments. My LIKE thermometer went up. Now I’m their fan. I read their posts very often, and I check their blog evaluation every Sunday. They seem to know what they are talking about, and their actions live up to their words, so I TRUST them. I like writing myself so I’m not going to hire him as my copywriter, but when I need sophisticated web work (I am an entrepreneur and have lots of ideas. . .), I know who to contact. Read: If you are in business and want to have a website but have no clue how to do it right, or if you have started blogging and realize you actually suck at it, check them out.
See how much work James has put in to this Know – Like – Trust process?
Note: James didn’t bribe me to say nice things about him. And I didn’t write this to earn brownie points for this blog’s evaluation that is scheduled on August 24th. James is fair, and even if I call him the “handsome debonair king of the blogosphere”, I know he will be brutally honest about what he has to say about this Yes to Me blog on that judgment day.
How I am working on the Know – Like – Trust process.
It took me a while to realize that just having an online presence doesn’t get me known. That was the first mistake I made. I also made the wrong assumption that, once people notice me, they’d surely like and trust me – because I’m a lovely trustworthy person Well, online persona doesn’t quite reflect all my good qualities in real life, and most internet surfers have extremely short attention span to notice anything that is not explicitly clear.
I realized I needed a strategy and actual work – lots of it – on this Know – Like – Trust process.
Being noticed is very challenging. I’d like to be known as professional Akashic Reader, and I want to be known not just among the “spiritual” kind of people but also people who don’t yet realize their spiritual nature. This is why I have two websites, this and Akashic Record Reading.
Yes to Me offers a place of learning and sharing for aspiring entrepreneurs and personal development enthusiasts. I do as much commenting and guest blogging I can to get attention and traffic to here. My hope is that my readers become to like me and this blog because of the many features like Interview With Successful Entrepreneurs and Gratitude Friday. When you like this blog, you are more likely to spend time here, and you might check other pages like this. In other words, I’m gradually awakening your spiritual awareness. (Of course this doesn’t mean I expect all readers to check Akashic Record Reading website – Yes to Me by itself is a great learning place, open and free to all.)
Trust is also a critical part. It’s a shame some people just spread some tarot cards and call themselves psychics. I also heard about nasty stories that they would “light up special candles” for extra $XX. I don’t do this kind of thing (nor my friends). My prices are clearly written on my website and I even offer 100% satisfaction program. But for people who don’t know me well, or someone who is suspicious about “spiritual” service in general, how can I win their trust?
Yes to Me serves to make this point also. I mean, do you think someone who writes all these quality articles as volunteer work would cheat or offer bogus service? My sincerity is right in front of you. You can also see I’m quite practical. (Just to let you know, I don’t use any drugs. Zero. No nicotine, either. And I hardly ever drink. I do drink a cup of coffee a day.)
But I know there are plenty of room for improvement. How can I improve my Know, Like, Trust factors?
And which step of Know, Like, Trust do you find most challenging?
Related post: Learning To Love Networking
If you like this article, you might enjoy my eBook on spiritual entrepreneurship. Click here for free, immediate download