Article Bookmarked
Bookmark Removed

Why Trust Is the Most Important Part of ‘Know, Like and Trust’


Apr. 15, 2015 Entrepreneur

While Bob and John gave that line to their characters Pindar and Ernesto in their little parable about The Five Laws of Stratospheric Success, anyone who follows Bob knows that he’s been using that quote as his “Golden Rule of Business” since before his first bestseller, Endless Referrals, was published. It’s one of the most basic truths of how to attract and keep clients and customers.

The problem is that most people I hear repeat that quote leave off the first phrase. They talk about how important the relationship is, and they’re right. But they neglect the “all things being equal” and get upset when they lose clients they thought were “loyal.”

I thought about Bob’s “Golden Rule” yesterday while working with a client who was facing a dilemma in choosing a vendor.

The client is a fine jewelry designer in New York. She’s preparing a new collection for a show and, as anyone in that industry will tell you, the only thing more important than photography is the design. Maybe not even that, because great photography can make even poor design look pretty good.

She has a photographer she’s depended on for years. This photographer is dependable and very good, but working with her requires my client to travel to her studio carrying thousands of dollars in precious stones and metals (not to mention hundreds of hours and untold moments of inspiration) and spend most of a day at the photo shoot. But she really likes this photographer, they’ve become friends, and that relationship is important to her.

She also has the opportunity to work with a photographer who has more experience in shooting and positioning luxury goods. This photographer is a bit brusque, but efficient, and the results are dependably amazing. Working with this photographer will require significantly more money, but it will also take a lot less time and is pretty much guaranteed to yield the kind of images the client needs to represent the collection she’s been toiling over for months.

She’d like to continue to do business with her friend, but all things are NOT equal and she has a lot riding on her decision.

Here’s the nutshell version of what I told her, “Any professional you work with who is not committed enough to your success to support and encourage your decision to work with the most qualified professional for any specific task isn’t someone you should continue to trust.”

Read More on Entrepreneur

Gene Upshaw Player Assistance Trust Fund

Apply Today

All Resources

Tell Me More

9 Couples Therapy Exercises That Should Be In Every Couple’s Repertoire

Try a few and chances are you’ll learn something new about your partner — and grow your relationship in the process.

Read More

How Happy Marriages Stay Happy

7 Signs of a Rock Solid Relationship

Read More

1 in 4 Americans have no retirement savings

And those who do aren’t saving enough

Read More

10 Reasons Why Men and Women Avoid Emotional Intimacy

Building connection in your relationship can take time and effort.

Read More

"How Do I Start Therapy?"

Finding the therapy which is right for us.

Read More

How to Ease Back into Exercise Safely After a Long Break

You won't perform at the same level they once did.

Read More

Keep Brainstorming—Your Best Ideas Are Still to Come

The common (and mistaken) belief that we generate our best ideas early can actually squash creativity.

Read More

What Does It Mean to Be "In Debt?"

Is your debt keeping you from living the life you want?

Read More