You have probably heard the suggestion that it’s important to help people get to ‘know, like and trust’ you. Only then will they buy from you. Only then will they even consider becoming your client.
This idea originated in the book ‘Endless Referrals’, written by Bob Burg, who said:
“All things being equal, people do business with, and refer business to people they Know, Like and Trust.”
This mantra is also shared at certain networking groups. The focus then is on encouraging you to make an effort to ensure you are easy to get to know, like and trust.
But you will not win all the work you want or need yourself simply because people know, like and trust you.
I might add that I am walking proof of this!
The same is true of getting referrals and recommendations. It’s great to be known, liked and trusted. But unless your contacts and connections, understand what you do, who you do it for and why people engage your services, they are unlikely to recommend or refer you to anyone.
So I suggest that this popular mantra is too simplistic and that we need to recognise that there actually 6 elements to consider when trying to build strong, lasting professional relationships.
Here they are in sequence:
Connect: People may connect with you face to face (eg: at a networking event when you share business cards and contact details) or online.
Such online connections will typically be established via your Linkedin activity, your blog, your social media activity, or simply by a connection request on LinkedIn.
You may also generate connections when people get in touch after reading an article you have written or after hearing a talk you have presented.
Notice: If you connect with someone online, for example, but you never post content they see or your comments aren’t noteworthy, then you won’t be noticed and you’ll be quickly forgotten despite the ‘connection’.
Please do not fall into the trap of assuming that your posts on Linkedin will be Noticed by all of your connections. Firstly the algorithm does NOT put all your posts in all of your connections’ feeds. And, even if it did, they won’t all be checking their feeds and seeing your posts there. If you’re lucky, some of your Linkedin connections will see some of your Linkedin posts.
Know: People can only get to know you after you have connected with each other (face to face or online). Typically they will want to know more than just your name and profession. They are more likely to engage you or to refer you if they have more to go on than this.
You may also work hard so that people Know OF you before they actually meet or connect with you. And once they know OF you, they may still want to get to know you a little to decide whether you are the sort of person they want to deal with.
How easy do you make it for people to get to know YOU? Your background? Your interests on a professional and personal level? Which organisations do you belong to? What makes you you – as distinct from just another accountant?
Like: People rarely engage or refer work to people they don’t like. They need to like what they see and hear when they engage directly with you, when they read your online posts and comments, and when they hear others talking about you.
There are exceptions to this principle. We tend to refer people to surgeons if we rate them even if they have no bedside manner. And some legal work is best done on our behalf by really tough negotiators. But in the main, likability is key. People like people who are helpful, kind, informed, experienced and not pushy.
Trust: People tend to choose accountants they can trust. Do they have reason to trust you as a person to tell them the truth, to be honest, and not to rip them off? They may be reluctant to trust you if they have previously been let down, disappointed or ripped off by another accountant.
How you can you show that you’re different? And more trustworthy?
You also need to evidence that you can be trusted when you claim to have the capability and experience to do the work that they need for a reasonable fee.
And here is the sixth element in the chain:
Need: No one ever engages an accountant unless they need one. Equally they rarely go around recommending their accountant until they hear that someone they know needs one. If no one you connect with needs an accountant or knows anyone who needs one, you won’t get much work – however much they might notice, know, like and trust you!
So…
Where do advertising, social media, LinkedIn, networking and other forms of marketing fit into this analysis?
At the beginning of course.
These marketing and promotional activities are simply a way to encourage people who currently or may in the future NEED an accountant to CONNECT with you and to NOTICE you. The easier you make it for them to appreciate that you have the skills and experience they need, the better.
Once they have connected with you, it’s down to you to help them notice you and get to know you, then to like and trust you.
This is why sometimes the chain starts with a ‘Need’ . If someone realises they need an accountant but they don’t know anyone suitable they may respond to your advert or your other marketing promotions and connect with you. But otherwise the simple fact that they connect with you and engage with you doesn’t make them a prospective client.
When you recognise that there are six links in this chain you may better understand why your networking, marketing and online activities are not generating the business or referrals you seek.
Are you meeting, engaging or connecting with enough people who need your services? Are you going to the right places? Are you active online in the right places? Are you encouraging the right referrals? Are you then helping your new connections to get to notice, know, like and trust you – both generally and also specifically to do the work and give the advice they need?
If the answer to any of these questions is ‘no’, feel free to connect with me.
