It has never been easier to find, research and connect with just about every person on the planet. Six degrees of separation has become six clicks or less on LinkedIn, Facebook and literally hundreds of other social media platforms.
While it is easier than ever to make connections, our professional relationships may have never been less meaningful. We’re inundated daily with connection requests followed by instant messages to “buy my stuff.”
Sometimes it feels like the only book anyone has read is “Speed Selling for Dummies.”
In his classic book Endless Referrals, networking expert Bob Burg tells us all what we all already know – people buy from people that they know, like and trust.
While that should be kind of a “duh!” … it is obvious by the behavior of so many sales people that we really don’t understand the importance of these principles.
Let’s start with knowing.
Bob says that people buy from people that they know. So, it is an important first step that people know of you and know you. But the distinction is that for people to know you, you must know them.
Zig Ziglar said it best of all – “nobody cares how much you know until they know how much you care.”
So while your prospective customers and clients absolutely do need to know you, the most important thing in your relationship is that you must know them.
Next, let’s explore liking.
One of our favorite phrases at Synergy Sales and Marketing is “Telling is NOT Selling.”
It’s an important principle – and trust me – it is one that is very hard to follow, because as sales people we simply want to tell, tell, tell all of the wonderful things about ourselves and our company.
Well, if you want people to like you and ultimately buy from you or refer others to you, here’s an important lesson – it is NOT all about you.
In fact, it is absolutely, positively all about them. If you are going to do that, you need to master the art of Socratic questioning and master the skills of effective listening.
Look at that – I’m starting to like you more already!
The last and most important step is getting people to trust you.
How do you do that? In a word, you give!
- That means you’ve invested time to know them.
- You’ve behaved in a way that has caused them to like you by focusing on them.
- Now you are going to give – unconditionally and continuously – with little attachment to them returning the gift.
You will earn their trust by your behavior in building a deep relationship.
- Eventually, some will buy from you. Some won’t.
- Eventually, some will refer to you. Some won’t.
- In the grand scheme of things, more people you come in contact with will know, like and trust you.
Whether they buy from you or not, when your name comes up in conversation, they will speak positively of you as someone they are proud to know, like and trust.
The end result is this “word of mouth advertising” will have the greatest return on investment of any promotion you do for your business.
Know. Like. Trust.
It’s a great formula for making lasting connections … and a great formula for business and personal success.
At USA-LTC, agents count on us to help them create social prospecting strategies that convert connections to clients.