Business Article

Want to Get Clients?  By Jennifer Davey
Make Them Know, Like, and Trust You   Business Coach & Marketing Strategist of JJS Coaching

The Know, Like, and Trust factor is very simple: People want to do business with people and companies that they Know, Like, and Trust. But while the concept is quite simple, if you want to be able to leverage this factor, you have to have a full understanding of how to use it to get clients.  

Think of it like this: Let’s say you go to a networking event and hand out your business cards. If all you do is throw your cards around without actually connecting with people, you’re probably not going to get results from this activity. If you want to get clients, you have to actually build relationships while you’re networking.  

Many businesses make the mistake of having a one-sided conversation with their clients. This usually doesn’t help. You have to engage with clients, start a dialogue, and build a relationship.


When potential clients know, like, and trust you, they will want to work with you.  

This raises an important question: How can you get potential clients to know you?  

The first step is to be in front of them. If they don’t know you exist, nothing good will happen. What you need to do is market your services in a way that offers value. Refrain from overbearing marketing tactics. Instead, create a mailing list, use article marketing or press releases, or get the word out through social networking.  In the offline world, you can also do things like public speaking.  

In the end, the point is to get noticed. Once you successfully get over this bump, clients will want to know more about you.


Now that potential clients KNOW you, they have to LIKE you.  

Most of us aren’t willing to buy from someone we don’t like. And if we buy from someone who is not likeable in their interactions with us, we usually don’t want to work with them again. You’ve probably been through this: Have you ever had a bad waiter, interacted with a rude employee at a store, or hired someone who turned out to have a bad attitude? If so, this was probably annoying, and you probably avoided future interactions with that person or company.  

For another example, I was speaking today with a client who said that she had found the ideal web designer for her business. The designer had a great website, valuable experience, and a quality portfolio. So, she went on his website and filled out the “request a quote” form and planned to hire him if the price was right. Unfortunately, though, the client never got back to her. After a week, she emailed him. A couple days later, she called. When he finally called back, he apologized, explaining that he’d been busy, and then he asked if she could remind him about her project. Needless to say, she went with a different designer.  

This designer got himself KNOWN, but he obviously didn’t put much effort into the LIKE factor.  

Part of your marketing strategy should be about getting people to like you enough to want to work with you. Do this by staying in touch, letting clients know they’re important, and connecting with them regularly.  

It’s also important to give value, to be genuine about yourself and your business, and to share information about how you can solve people’s problems. Be real. Don’t be afraid to show your face or share relevant stories about yourself.


Don’t be a faceless, nameless company. Clients want to work with a person they can KNOW.  

Finally, there’s the trust factor. This is the basis of all strong relationships.  

When people know you and like you, they’re going to trust you. At this point in the process, potential clients are going to want to know whether or not your offerings are as valuable as you say they are. They’re going to need proof in the form of testimonials that show that your past and current clients place a high value on your work.  

You can also prove your value in a more direct manner by giving something away for free. It could be a white paper, a free report, or a case study. The basic idea is to provide something that shows that what you’re offering has value. And if your free service is good, they’re going to assume that your paid services are even better.  

In short, you can build trust by helping others—before they buy anything from you. Offer value, connect with people, and refer them.  

Also, always keep your promises. Respond promptly to client communications, and always be responsive.  

In the end, if you want to make this sale, potential clients need to know that they can trust you, and that you have the expertise to give them what they’re looking for. If they trust you, they will pay you to solve their problems.  

As the old saying goes, everyone likes buying, but nobody wants to be sold.


Trust is the key. When getting clients, it’s your most powerful work.  

Here’s a field exercise:  

Look through your website, your marketing materials, and your networking approach. On a scale of 1-10, rate how well your clients are able to get to know you.  

After that, make a list of ways that you can give them the opportunity to get to know you even better.  

Next, do the same thing for the Like factor. Ask yourself whether you’re giving clients a chance to like you and if you’re giving them the information they need to contact you. Rate yourself on a scale of 1-10, and brainstorm better ways to get clients to like you.  

Finally, go through these steps one more time with the Trust factor. Are you getting clients to trust you? Give yourself a score on a scale of 1-20. Then, brainstorm ways that you can get clients to trust you better.



Meet Jennifer Davey

Jennifer DaveyJennifer Davey, Founder of JJS Coaching and Author of the "Getting Clients Home Study Program" and "The 14-Step Formula for Getting Clients", is a Business Coach, Marketing Strategist and Speaker. She helps small businesses and self employed professionals who want more clients develop strategies for getting clients, building business and making more in-come.

Jennifer spent 12 years working in the news media as a Television Director before becoming self employed as a Marketing Consultant and Digital Strategist. While helping small businesses reach their marketing goals, Jennifer realized that many small business owners were creating businesses that were not in alignment with their priorities and values.

Jennifer quickly realized that when her clients tried to build businesses that didn't resonate with their priorities and values; they would either fail or would be successful but miserable with what they had created. She understood that building a business is like building a house; it needs a solid foundation to build on. This foundational realization was a big turning point. It's one of the things that compelled Jennifer to transition from consultant to coach and create her 14-Step Formula for Getting Clients, Building Business and Making More In-come.

Jennifer's mix of real life business experience, practical application of marketing and digital strategies, and media experience create a unique set of skills to help her clients build their businesses much more quickly than they would on their own.

Groups and Associations

  • Board Member National Association for Women Business Owners (NAWBO), Greater Philadelphia.

  • Program Co-Chair National Association for Women Business Owners (NAWBO), Greater Philadelphia

  • Adjunct Faculty: Self-Employed Academy International Association of Self-Employed Communication Professionals

  • Member Women's Referral Network

Gain the independence and lifestyle that you dreamed of when you started your own business. Schedule a Fr-e-e Discovery Session to explore how Jennifer can help you get clients, build your business and make more in-come.


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