Know + Like + Trust = Buy: The Power of Relationships in Sales

Have you ever bought something despite disliking the salesperson? I have. If you did as well, you probably remember feelings of frustration, pressure, or regret. While the product itself might have been fine, the negative experience likely left a lasting impression.

On the other hand, when you make a purchase from someone you trust and genuinely like, the experience is not only smoother but often leads to long-term customer loyalty. I have never been back to the place of the negative experience I referred to above.

The idea that "people buy from people they like" is a long-held belief in sales, but does it hold true?

While personal rapport alone may not be enough to close a deal, there is significant evidence that trust and familiarity play a crucial role in purchasing decisions.

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The concept of Know + Like + Trust = Buy highlights three essential factors in the sales process:

1. Know – Customers need to recognize and understand your brand or offering before they consider a purchase.
2. Like – Emotional connections and positive interactions make customers more inclined to engage.
3. Trust – Confidence in the product, service, and salesperson ensures the buyer feels secure in their decision.

Without these three elements, potential customers may hesitate or look elsewhere, regardless of how beneficial a product may seem.

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Why B2B Buyers May Not Solely Rely on Likeability

While likability is important, B2B purchasing decisions often involve additional layers of complexity. Some key reasons why personal rapport alone isn’t enough include:

• Time Constraints – Decision-makers are busier than ever and often prioritize efficiency over relationship-building.
• Multiple Stakeholders – Many purchases require approval from several decision-makers, reducing the impact of individual preferences.
• ROI-Driven Decisions – In B2B sales, the ultimate determinant is whether the product or service contributes to growth, efficiency, or profitability.

However, even in data-driven decision-making, relationships still play a vital role. Products and services in competitive industries often have similar features and pricing, making it difficult to differentiate purely on tangible benefits. In these cases, trust and familiarity can tip the scale in favor of one provider over another.

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How Emotional and Rational Factors Influence Sales

Rational factors such as return on investment (ROI) and efficiency improvements are crucial in B2B sales. However, purchasing decisions are not always entirely logical. Studies in behavioral economics suggest that emotions, biases, and subconscious influences shape decision-making more than we might think.

Consider these scenarios:

• Two competing vendors offer nearly identical solutions. The buyer chooses the one they have a stronger relationship with.
• A customer hesitates despite seeing clear ROI benefits. Their hesitation stems from uncertainty about post-purchase support or implementation challenges.
• A prospect feels a strong connection with a salesperson who listens and understands their challenges. That rapport makes them more inclined to move forward.

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Applying Know + Like + Trust in Modern Sales

In today's digital world, the principles of Know + Like + Trust extend beyond face-to-face interactions. Online engagement, content marketing, and social proof help businesses establish trust remotely. Websites, testimonials, case studies, and responsive customer service all contribute to building familiarity and credibility.

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For companies considering a Fractional Sales Leader, these principles become even more crucial. When outsourcing a key sales function, trust in the leader’s ability to deliver results is paramount. Ensuring a seamless fit between the sales leader and company culture, goals, and strategy fosters confidence and long-term success.