Is Know + Like + Trust = Buy?
Because People Buy from People They Like
“People will forget what you said. People will forget what you did. But people will never forget how you made them feel.”
From a great sales training near you
Do you remember when you last bought something even though you did not like the salesperson? For me, the few times I remember, are always associated with anger, frustration, and feeling trapped and without choice. Like the time I wanted a specific car and I wanted it right away. And every time this kind of purchase is followed by buyer’s remorse, not because of the product, but because I really should have walked out to make a statement.
On the other hand, in a conversation with a Senior Account Executive a while back, an intriguing assertion emerged: her customers weren't just purchasing her excellent product; they were drawn to her personally. The “people buy from people they like” assumption.
This led me to delve deeper into this idea, setting individual sentiments aside, to explore if there is substantial evidence supporting this belief. There certainly is a lot of expert opinion out there:
Amy Rees highlights the concept that people remember how you made them feel more than what you said or did.
Shonal Narayan introduces a third vital element: the importance of familiarity, liking, and trust in business interactions. He underscores the impact of relationships between buyers and sellers, often outweighing the significance of the actual product or service.
An opposing viewpoint comes from Keenan. His argument challenges the belief that people exclusively buy from those they like or refrain from buying from those they dislike. He emphasizes that buyers prioritize solutions that drive growth and opportunities over personal connections.
Mark Jewell aligns with this perspective but stresses the indispensable role of trust in successful sales. He highlights that a relationship, often misconstrued as friendship, primarily hinges on the buyer's confidence that the endorsed person will deliver without risk or hassle.
There are three compelling reasons why B2B buyers might not base their purchases solely on personal liking:
The increased busyness of clients.
Involvement of multiple decision-makers.
The dominance of ROI in B2B purchase decisions.
Consequently, likability might not secure a sale without delivering tangible ROI, improvement, or growth.
On the reverse, though:
While ROI or improvement is expected in B2B products, it doesn't always serve as the direct trigger for buying.
In fiercely competitive markets, differentiating products becomes challenging, often relying on minute differences in Unique Value Propositions (UVPs) from competitors.
Sometimes, despite showcasing ROI and growth potential, irrational decisions still sway B2B purchases.
This is where trust, familiarity, and likability play a significant role and can markedly influence outcomes.
Drew McLellan presents a straightforward equation: Know + Like + Trust = Buy.
Until customers have a fundamental level of familiarity, appreciation, and trust, they may hesitate to make a purchase. In an era where sales increasingly move online, the same principles apply. Even with a website outlining rational reasons for a product's superiority, customers won't buy without feeling a connection, experiencing a positive online interaction, and developing trust in the product's description.
Contact us to find out how “Know + Like + Trust = Buy” can become part of your decision on a Fractional Sales Leader.
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Amy Rees – People Do Business With People They Like
Shonal Narayan – People Do Business With People They Know, Like, And Trust
Keenan – People Buy From People They Like Is a Myth
Mark Jewell – People Buy from People They Trust
Drew McLellan – They’ll buy when they trust