Why people DO NOT buy from those they know, like and trust

You’ve heard this before: people do business with and buy from people they know, like and trust.

But do we really need all three to be in our favour before someone buys from us? Do they have to know us? Do they really even have to like us? And why do they need to trust us too?

If you have to be honest with yourself, how many people have you bought from who you didn’t trust? Whether it was a service or a product?

I’m going to safely assume…ZERO. That’s because you cannot give away your money to someone you can’t be sure has your best interests at heart.

If you can’t trust that they will be fair in supplying you with the kind of product or service you expect to receive in exchange for your money, there is not a sales letter, Facebook ad or infomercial on God’s green earth good enough to convince you to lay down any money whatsoever.

You can, however, buy from someone you don’t know. I don’t know Billy Gene, Ben Settle, Ray Edwards, Grant Cardone…and I’ve bought their stuff before.

And you can even buy from someone you don’t like (every month you begrudgingly pay your cellphone subscription or DStv, or property portal subscription).

Trust is therefore the most important factor when money is exchanged for value.

Yes the offer needs to be good and the product or service needs to be something you actually need or want, but even if it’s the last chocolate on the shelf, and if you don’t trust the person selling it to you, you will probably rather leave empty-handed.

Which begs the question: how do you shortcut your way to developing trust?

The short answer is you can’t. Trust takes time. But what you can do to prop up your trust quotient right now is blast out an SMS, an email, a Facebook post, or a Whatsapp to all your past and current clients asking them to leave you a recommendation or a testimonial.

But what you’ll want is the kind of recommendation that paints you in the light you want to be painted in…bearing in mind that you want to appeal to other people who look, sound and act like your current perfect buyers.

If you don’t get this part right, you’ll repel your perfect buyer and attract your worst nightmare instead.

So how do you get the kind of testimonials that shed the right kind of light on you?

Simple. You follow this link. And to help you out on the trust factor: my testimonial templates have been downloaded more than 300 times.

Moral of the story is this: people do not buy from people they know, like and trust…they only buy from people they trust.

So start developing that trust today and enjoy selling your service to more clients.