Why People Buy

I have three words that I think of when I am trying to get somebody to buy off of me – LIKE, KNOW, TRUST.

The first thing that I always do (because we all buy off people that we LIKE), is to develop rapport. I do this by asking good questions, being authentic as well as being curiously interested in who they are and what they are doing.

During the ‘liking’ process, there is also a very good chance that you’ll get to KNOW them. You get to know their industry, company and challenges. Then you can work out some of their problems in their businesses before they do. You’ll then have a very good chance of emotionally connecting with them and by getting to KNOW them.

Finally, people buy from people that they TRUST. Think about your own buying behaviour when you regularly buy something from someone. My own example of this is when I get my morning coffee. I visit the same café almost every day of the working week. I can be sitting outside and there is no need to go inside or to order as the barista KNOWS what I want and I TRUST that he makes a really good coffee.

The reality is, that you cannot go straight to TRUST without first putting in the work to get your customers to LIKE and KNOW you and your business.

“People buy from those they know, like and trust.”

Zig Ziglar

Charlie Pidcock