Pillars of Conversion: Know, Like, and Trust

A common and often overused mantra in the wild world of business networking is “Know, Like, and Trust.” It echoes through seminar, chambers of commerce, and business gatherings, but what does it truly mean to be known, liked, and trusted enough to cultivate faithful clients, and why should you care?

First a Story

Years ago, I embarked on my journey into the world of networking. Bursting with youthful energy and enthusiasm, I brought with me only a fraction of the life-lessons and skills required to make a meaningful impact. Naively, I assumed that those I encountered would share the same fervor for what I had to offer as I did. The issue lay in the fact that I was a stranger to them, and they were to me.

I soon realized that effective relationships thrive on reciprocity. To truly make the most of my efforts, I needed to fully engage and establish myself as a known, respected, and trusted individual within the circles that mattered most.

Today, as a member of numerous networking groups, chambers of commerce, leadership trust-groups, leads and referral round-tables, I always start by asking myself,

"Am I contributing value and purpose, or am I merely expecting others to provide value and purpose to me?"

This is an art, not a science. I still make many mistakes while working towards being the kind of professional I too would know, like, and trust, but I find that work becomes easier and easier and you continue to build that muscle.

Let’s dive into these concepts and explore their impact on your networking success.

1. To Be Known:

In the digital age, everyone is connected, yet not everyone is truly known. Being known is not about having thousands of LinkedIn connections or social media followers. It’s about making a meaningful impact. As marketing guru Seth Godin states,

“In a crowded marketplace, fitting in is a failure. In a busy marketplace, not standing out is the same as being invisible.”

Stats to Consider: According to a HubSpot survey, 52% of consumers are more likely to make repeat purchases from brands they know well.

Question for You: What sets you apart from the crowd and makes you memorable in your professional network?

2. To Be Liked:

Likability goes beyond a friendly demeanor. It’s about creating genuine connections. Dale Carnegie’s words ring true,

“You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you,”

Stats to Consider: Harvard Business Review found that the number one quality people desire in their colleagues is likability.

Question for You: Are you focused on building relationships, or are you solely transactional in your networking endeavors?

3. To Be Trusted:

Trust is the foundation of every enduring relationship, including a business one. Warren Buffett said,

“It takes 20 years to build a reputation and five minutes to ruin it.”

Trust is not given lightly; it’s earned over time through honesty, reliability, and consistency. Think of Lance Armstrong, Bill Cosby, or Richard Nixon as examples of people who were once highly respected in their fields, but saw it all crash down because of their inability to maintain people’s trust.

Stats to Consider: A survey by Edelman found that 81% of people need to trust a brand to buy from it.

We see more and more calls to cancel brands and the people connected to them because they don’t represent the consumers values. Conversely, if a brand stands on the side of your values, we see a willingness to defend that brand publicly in a way we have never before. This goes beyond just “doing business or not doing business” with someone, but it proves that consumers are willing to go to war for the values brands publicly display.

Question for You: How can you consistently prove your trustworthiness to your network?

Now, let’s consider why these three elements are essential for gaining faithful clients...

Cultivating Loyal Clients:

Clients who know, like, and trust you are more likely to become your most loyal supporters. When you consistently deliver value and build connections, you create a fan base that will not only buy from you but also refer others to your services. They act as ambassadors to your brand and can be invaluable to your growth.

Boosting Your Reputation:

Being known, liked, and trusted boosts your professional reputation. Your network will view you as a reliable and credible source. As a result, you’ll find opportunities knocking and doors opening.

As your reputation flourishes, so will your status as a connector and influencer (no, that doesn't mean you have to join TikTok and learn some viral dance, but if you do, let me know where I can watch!) and that power will bring some rewards and responsibilities.

The Reward: OK, people know, like, and trust you... what now? They are likely going to start connecting others with you because they see your value. Remember, they are handing a high-trust relationship over to you because they believe you can handle it! Can you?

The Responsibilities: Now some great connections and opportunities are poring in! That's great, but follow-through is what maintains your status and reputation. It's what builds the foundation for even more trust. Treat these opportunities with care because the ripple of a bad impression can undo all your hard work to be the incredible influencer you are! 

Maximizing Opportunities:

In a world brimming with choices, people prefer to work with individuals they know, like, and trust. This preference increases your chances of securing partnerships, collaborations, and projects. Think to yourself about the different opportunities YOU have passed up because the person on the other end of the opportunity didn't meat this triple-threat requirement.

Consider, for a moment, how your own presentation influences these potential opportunities. Your personal approach can be a game-changer in seizing them, but it must be grounded in authenticity and a willingness to adapt. We've all encountered individuals who, despite promoting themselves, appear out of sync with their own core values (see my previous article, "Personal Branding: The Michelangelo Principle" for more on this). This dissonance can erode trust and confidence in their abilities.

Evolving Your Network:

The quality of your network matters as much as the quantity. By focusing on these three pillars, you can curate a network of meaningful, fruitful relationships that propel you forward.

So, the next time you’re networking, don’t just aim to collect business cards or LinkedIn connections. Strive to be known, liked, and trusted. Nurture relationships that are built on authenticity, respect, and reliability. Your faithful clients will be the ultimate testament to your networking prowess.

“You don’t have to be great to start, but you have to start to be great.” - Zig Ziglar

Start today. Cultivate relationships where people know, like, and trust you, and watch your networking efforts transform into lasting success.