Every successful business knows a key component to building good referral partners and business relationships is the KLT factor. KLT stands for Know, Like, and Trust. It’s the magic in getting more business, building better referral partners, and increasing your volume of repeat customers.
Consumers and businesses you network with want to know about a business and who is behind it -- establishing a trust level is key to lasting relationships. We naturally want to associate with people with like. If people like you, they will listen to you. And, if they trust you, they will do business with you. Thinking about businesses you frequently purchase from, chances are that you buy from them because you know them, like them, and trust them. It's a simple concept but such an effective one.
So, how can you utilize the KLT factor in your own business? First, start generating awareness, share about yourself and your business, be a bit vulnerable and reach out, and get people interested in who you are and what you do. Here are three steps to get you started:
1. How do you get someone to know you?
Get to know your audience. Who buys from you? Who is a good networking connection for you? The more specific, the better. This helps you establish a connection with your audience. Having interest and knowledge of your audience is a great first step in building your KLT factor.
Attend local networking events. Make great connections, and start doing that by getting out there! Check your community chamber and other networking groups and events and plan to attend at least one a week. Depending on your business, these events can lead to lasting connections with fellow business owners and potential customers.
Participate in local events. Get out there and show support for other local businesses. Organize a holiday toy drive or sponsor a local 5K. Attending community and non-profit events in your community helps increase your exposure and social capital. This can help you attract new customers and build strong relationships of trust.
2. How do you get someone to like you?
Find common ground. Be relatable. Whether you are networking or communicating with customers, include things others can relate to. Customers and referral partners consistently choose businesses they have something in common with or relate to in some way.
Social Media. Make sure you utilize social media platforms your target audience is active on. Posting relatable content can help your company seem more trustworthy. Authenticity goes a long way in social media; regularly putting out relatable, authentic content, whether it’s a blog, story, or Instagram post, increases the odds of people knowing, liking, and trusting you and your business.
Talk about your company values. Make your company values well known. Include them in your conversations, work them into your website, and interweave them into your social media posts. Day to day content on social media showing how you run your business or interact with employees is gold in social media. By seeing your business values in action, others want to associate with you -- and refer you to others!
3. How do you get someone to trust you?
Be authentic and transparent. Your customers notice these things, which will help them build a stronger connection with you. Own up to who you are and what your business stands for. Don’t be afraid to give your business a full persona.
Be consistent. People need to know they can count on you before they are willing spend any money with you. Familiarity breeds trust.
Consciously start implementing these steps into your business and watch it grow. Remember, if people don’t know who you are, you will miss out on opportunities to build relationships and sales. Any relationship you build in life takes time and effort. The first step is to get yourself and your business out there and become known.
Businesses We Know Like Trust
We find a tremendous benefit in working with referral partners and businesses we know, like, and trust. Here are just a few that top our KLT list:
Kristen Bernard, with EmpowerHome Team Charlotte, Keller Williams SouthPark. If you’re planning to buy or sell a home, Kristen and her team at EmpowerHome Team Charlotte are the professionals you need on your side. Connect with Kristen. They not only make the process feel effortless, but they have the knowledge and numbers to back it up. They have earned their place at the top of the CLT real estate market by continually exploring changing trends, new ideas, and opportunities for their clients. WEBSITE
Zach Ligon, Community One Insurance. Zach started Community One Insurance to offer the personal services and options only an Independent Insurance Agent can offer to help others protect what’s most important to them. For your home, auto, and business insurance, Contact Zach. He is community-oriented and client-focused. When we send someone to him, we know they will receive the utmost care. WEBSITE
Ashly Loza, with Blue Maven Franchise Solutions. Ashley understands that starting a franchise journey can be a lot to navigate. Her team has worked with over 50 emerging franchise brands. Ashly and her team can assist in creating attainable steps to establish and strengthen the foundational elements of your franchise. Connect with Ashley. WEBSITE
Annika Lynn, Senior Loan Officer with Movement Mortgage. Are you wondering how much home you can afford? Contact Annika. Annika is a pro at helping people with the game of money. She goes above and beyond with her clients and can help you discuss the financial side of your next move. Movement Mortgage is an Impact Lender; at least 10% of their profits go to lifting up communities. WEBSITE
Julie Glenn, with Purser & Glenn, PLLC. Julie focuses her legal practice in the areas of residential and commercial real estate in both North and South Carolina. Connect with Julie. She customizes solutions to the most challenging real estate transactions and provides experienced staff and knowledgeable attorneys. We are confident in putting our clients in Julie's care. WEBSITE
Cameron Ungar, with Trash & Stash. The leader in Eco-friendly junk removal. Connect with Cameron. Trash and Stash provides both commercial and residential customers with professional, affordable, removal services. Cameron and his team use fast, simple, and affordable environmentally and socially responsible disposal solutions. WEBSITE
Kevin Phinney, with Principal. Kevin and his team can help you discover how to take greater control of your financial future and develop personal and business strategies to help achieve your goals - whatever they may be. Connect with Kevin. WEBSITE
Dye Culik PC is a business and franchise law firm in Charlotte, North Carolina. Our firm is ran by business owners who have started and run multiple successful businesses. We get it and have the knowledge and experience to make sure you are setting up the right legal protections for your business. Connect with us; we'd love to get to know your business.