02 June 2025
Beyond ‘know, like and trust’: the six-step process.
You’ve heard the saying: people do business with those they know like and trust. But that’s not the whole story.
Clients and referrers also need to understand what you do and have a reason to engage or recommend you.
In this context I regularly explain to accountants and tax advisers that you need to recognise the full six-step process to strengthen professional relationships:
- Connect – People connect with you at events on LinkedIn or after reading your content. But a connection alone isn’t enough.
- Notice – If you’re not posting engaging content or actively contributing you won’t be noticed and you’ll be quickly forgotten.
- Know – People must know more than just your job title. What makes you different? How do you showcase your expertise and personality?
- Like – People prefer working with those they like. Being knowledgeable approachable and helpful builds likeability.
- Trust – Clients want an...
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