The Know-Like-Trust paradigm is a way of looking at business based on three fundamental realities.

Nobody can buy from you if they don’t know who you are. They won’t buy from you if they don’t like who you are, and if they truly trust you, they won’t even think of buying from someone else.

Since the world is full of strangers and the lifeblood of every business is the repeat customer, a lot of your marketing efforts are aimed at getting people to know you, like you, and trust you.

It’s a perfectly acceptable simplification of a concept called the Customer’s Journey or the Buyer’s Journey, but we need to remember that it is a simplification.

Turning a perfect stranger into a repeat customer isn’t a three-step process. If read enough marketing educational materials, you’ll hear that it takes seven (or nine, or eleven) “touches” before someone becomes a customer. That’s seven times they see your name. That’s seven times they’re told you can help them. Seven touches before you make a sale.

And that’s an initial sale, probably for something relatively cheap. It takes a lot more “like” for someone to buy a car than it does a cheeseburger. Trust is the same. Getting that original sale isn’t the end of the line. Trust builds over repeated sales that always turn out well for the buyer.

That’s the Buyer’s Journey, and it’s a lot more nuanced than simply Know-Like-Trust.

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