People Do Business With People They Know, Like, Trust and Value

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There’s a fundamental rule of business that states: “People do business with people they know, like and trust.” We’ve all heard that, and even repeated it, but ultimately it is wrong.

Ok, maybe wrong is not the right word. But the rule is incomplete. The truth is, people do business with people they know, like, trust and VALUE.

Honesty and likeability are important, but if people don’t see you as valuable, they will never do business with you. If you don’t come across as professional, knowledgeable, and credible with the right skill set to get the job done, you will never be as influential and successful as you would like.

So what do we do about it? How do we make ourselves more valuable? By constantly developing our knowledge, our skills and continually striving to get better. The fundamental rule of Business should read: “People do business
with people they know, like, trust and value”

Reputation is your track record. It is confidence in character and capability over time. Henry Ford said, “You can’t build a reputation on what you are going to do,” so reputation only comes after you make the investment. Lasting influence is built and sustained by reputation. People can be influential in a given situation, or for a temporary period of time, but lasting influence is based in reputation. That is why it is so important to guard your reputation, cultivate your reputation, and be a person of character and ever-increasing capability.

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