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One of the natural laws of the business world is that people do business with those whom they know, like, and trust.

This means that you will do business with those whom you know, like, and trust. And others will do business with you if they know you, like you, and trust you.

You probably didn’t know that, but you do now. Business is personal. Finance and accounting majors listen up, there is no hiding away in an office (or back room) cut off from almost all other people.


(1) being known for the high quality of services/products I provide

(2) being approachable and likable

(3) being trustworthy.


People will not do business with me if I am

(1) known for shoddy work and cutting corners

(2) self-centered, aloof, obnoxious, arrogant, jerky, and/or you are an asshole

(3) I am untrustworthy and known for betrayal

The know, like, and trust principle (KLT) is so fundamental to professional skills that there is no use going on to more advanced topics (such as branding, networking, influence, and team building) if you do not excel on each part of it.

Being well formed by KLT today is more important than in previous years. It’s because the business pendulum has swung back to relationship marketing.

 “Humans Do Business With Other Humans.”


In markets formed since the beginning of commerce, there are four aspects worth noting.

1. “It was highly personal and interactive.” When selling in a local market, you the seller stood face to face with the buyer. He bought from you if he knew, liked and trusted you.

2. “There was immediacy.” Feedback from transactions was quick and loudly vocal. You could expect a visit at home from the buyer if he didn’t like what you sold him.

3. “Success depended on word of mouth recommendations.” Good reviews about your products and services traveled quickly, and bad reviews traveled much faster.

4. “There was a primal need to connect.” The social aspect of business is fun and facilitates all sorts of nonbusiness communications.

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