Eric helps us to think through problems and arrive at manageable solutions.
Know, Like, Trust
I recently joined a group focused on helping CEOs to build effective business relationships with their peers. Several years ago, I would have felt the pressure to quickly sell our personnel assessment services to at least one of the members in order to justify the time I spend at the group. I hate to waste time, and I want to know that the investments of time I make will pay off. But I have had to learn that sales occur in the context of relationships. I picked up a principle from my friend Bob Perkins that applies in this situation . . .
Performance Principle: Often, people have to know you, like you and trust you before they will buy from you.
1. First, people need to know who you are. Maybe you meet them at your child’s soccer game, or at a board meeting, or at church.
2. Then, they have to like you. At a minimum, you don’t annoy them and hopefully they like the idea of spending more time with you. Ideally, there is a level of rapport with the person that allows you to speak and interact with them easily.
3. Finally, they need to trust you. Often, this means that they have had the opportunity to see you work, or hear you speak, or otherwise experience you in action.
When I apply this principle to my own business, it makes me more patient. I realize that business develops in the context of relationships, and relationships take time.
Questions to Consider:
- Are you reaching out to brand new people today with the goal of developing relationships today that could turn into business tomorrow?
- Are you taking the opportunities to invest in relationships and spend time with people in social situations where you can develop good rapport?
- Are you doing what you say you will and providing value to people in ways that cause them to trust you?
- How else does the principle of know, like, and trust apply for you and your business today?
