Being Liked Is Not Enough - The CREST Network

In Marketing, You Need to Be Trusted, Respected, and Valued

In the world of route marketing, the importance of being liked can’t be overstated. After all, people are more likely to do business with someone they feel a connection with, someone they like. However, while being liked is definitely a valuable asset in marketing, it is not enough on its own. To truly succeed in the business of route marketing (or even sales), you need to be trusted, respected, and valued by your clients and customers. In this blog article, I’ll delve into why these qualities are essential and how they go beyond mere likability.

Trust: The Foundation of Marketing Success – It all starts here.

Trust is the cornerstone of any successful marketing relationship. Your customers need to trust that you have their best interests at heart and that the services you are offering will deliver on your promises. While being liked can help create an initial connection, trust is what sustains that connection over time.

Building trust takes time and consistency. It requires delivering on your promises, being honest and transparent, and demonstrating your expertise in their business. When clients trust you, they are more likely to listen to your recommendations and consider your suggestions seriously. Trust is what turns a one-time prospect into a loyal client who refers you time and again.

2. Respect: Earning the Right to Influence – You actually have to do some learning and research.

Respect in marketing means that your clients respect your knowledge, your professionalism, and your approach. When you are respected, you are seen as an authority in your field, and your opinions and recommendations carry weight. This is a level of influence that goes beyond being liked.

Respect is earned through expertise, empathy, and a commitment to ethical behavior. It means listening to your clients’ needs and concerns, providing thoughtful solutions, and treating them with courtesy and professionalism. When you have the respect of your clients, they are more likely to turn to you for guidance and rely on your expertise to make informed decisions.

3. Value: Meeting Client Needs – Doing things to help them with THEIR business.

Being valued by your clients means that they see you as an integral part of their success. You provide them with solutions that meet their needs and help them achieve their goals. While being liked may create a warm and friendly relationship, being valued means that your clients see real and valuable benefits from your interactions.

To be valued, you must consistently deliver value. (The KEY word here is Consistently) This means understanding your clients’ pain points and offering suggestions that address those pain points effectively. It also involves going the extra mile to provide exceptional service and support. When clients see the tangible results of working with you, they will not only like you but also value your partnership.

So, Let’s talk about why Likability Is Not Enough!

While likability is definitely a useful trait in marketing, it is not enough on its own because it lacks substance. Being liked may get your foot in the door, but it won’t keep it there. Clients are looking for more than just a friendly face; they want a trusted advisor who can help them solve their problems.

Consider this scenario: You meet a route marketer who is incredibly charming and friendly. – and OK they even look really nice. — You like them immediately, but as the conversation progresses, you realize that they lack knowledge about the prospects or clients’ business. They can’t answer your questions, and their recommendations seem generic. In this case, likability quickly loses its shine, and you begin to doubt their credibility. I’ve said it a thousand times: you have to be credible – believable – AND likeable – or they won’t TRUST you. And no trust means no referrals.

Likewise, a marketer who is only focused on making a quick sale or a one-time referral, without genuinely understanding client needs or providing legitimate value, may not earn the trust or respect needed. They might be liked at the moment, but clients won’t turn to them for future referrals.

Finally, while being liked is undeniably a valuable asset in marketing, it is not sufficient for long-term success. To thrive in the world of marketing, you must plan to be trusted, respected, and valued by your clients. These qualities form the foundation of strong and lasting marketing relationships, allowing you to not only build relationships but also build a loyal client base that returns to you time and again.

So, remember that in the business of marketing, likability is just the first step towards achieving the trust, respect, and value that will set you apart as a top-performing route marketer.

By Dick Wagner, Co-Founder The CREST Network, LLC

Nationally recognized coach, consultant, trainer, and speaker

Creator of the renowned PREP™ pre-disaster program

Owner of AskDickWagner.com BLOG

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