The Know, Like, Trust Principal: The Key to Higher Sales

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If you are like most business owners, you are always looking for ways to increase sales. What if the “key” to growing your sales was relatively simple and something easy to implement? Well, it is! 

People do business with companies they Know, Like, and Trust!

Think about the companies you choose to work with or buy from. What’s important to you? You likely choose to support businesses that you are familiar with or have had a positive experience with already (or someone you know has had a positive experience!). This is where the know, like, trust factor comes into play, and how this principle can bring more customers to your business.

1. Know

First impressions are everything. Potential customers need to get to know who you are, what you do, and why they should trust you. Your brand story is how you will be remembered, so make sure it is what you want to reflect. How are you going to connect with people? What do you want people to know about you, about your business? Before you send out the first email or post the first pic on Instagram, know who you are and what you stand for. Let clients know what makes you tick, and why your mission means so much to you. That way, you can introduce yourself to clients, sure of what you can offer them. Print media, social media posts, blogs, and word of mouth are ways to lay the foundation for turning potential customers into regular customers. Think of businesses with a large customer base. More than likely you can hum their jingle, or you remember their slogan. Those things don’t happen by chance. We tend to forget what we learn if it isn’t reinforced, so make sure your business is one your customers don’t want to forget.

2. Like

It’s one thing to be known, it’s another to be liked. Customers are more likely to return if they feel connected to your business. It’s important to make real connections with potential customers, and that they know you are genuine. Your website is the first experience many customers have with your brand, so make it memorable. Your “About Us” section should be personal and should make you seem approachable. Use your social media accounts to connect on a regular basis to let your customers know how your product or service can make their lives easier. What kind of personality do you want to reflect? Is your website fun and laid back? Include social media and blog posts that will make your customers laugh along with you. Connect on a personal level and show your customers that you know what they want. But remember to keep it real. Customers can see through fake posts and ads. Genuine content will create connections that lead to repeat sales and loyal customers.

3. Trust

The saying that trust is earned is true. It can take a while to turn “like” into “trust”. Just like personal relationships, your customer’s trust is built by following through with commitments, offering solutions to their problems, and being there time and time again. Potential customers usually head to the internet if they are having a problem with something. Put yourself in the place of your clients. If you are looking for a new product or service, what do you do? You look it up! When you have built trust, your clients will look to you for solutions instead of a random internet search. How-to videos, instructional blogs, and email newsletters that deliver useful advice are great ways to inspire trust. If you offer consistent service, your customer will be willing to trust you with their continued business. 

Celebrate the connections you make. Interact on social media, and don’t be afraid to let your customers see the real you.  But what if something goes wrong? If a customer receives a damaged product, make sure to make it right as quickly as possible. Your customer will see that you are trustworthy, even if there is a problem. Human nature is to remember negative experiences over positive ones. If a customer loses trust in you they will tell others. By correcting the problem quickly you can stop this problem before it even begins. If your customers trust you, you can enjoy customers for life.

When your customers know, like, and trust you, there is an excellent chance that not only will they remain loyal to you, but they will also recommend you to their friends and families. Your customers are your best advertisers, and they can drive business to you, or send it in the other direction. Customer trust saves you the time and resources it would take to develop a new lead and can put you on a successful path of brand loyalty. 

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