Know, Like & Trust: The Secret Sauce Behind Small Business Networking

 

If you've spent any time at networking events, chamber meetings, or local business mixers, you've probably heard the phrase "People refer business to people they know, like, and trust." It may sound simple, but it's one of the most powerful concepts in small business networking.

Networking isn't about collecting business cards or delivering the perfect elevator pitch. It's about building relationships that lead to opportunities, referrals, and long-term business success.

The ‘Know’

Before someone can buy from you, refer you, or partner with you, they need to know that you exist.

This sounds obvious, but many business owners make their introductions too complicated at networking events. The goal isn't to tell your entire life story. It's to create clarity,

When you meet someone, Ask yourself…will they quickly understand:

• What your business does?
• Who you help?
• What problems you solve?

The easier it is for people to remember you, the more likely they'll think of you when an opportunity arises.

Pro tip: Make sure all the businesses you frequent KNOW what you do (i.e. hair stylist, massage therapist, chiropractor, barista, bank teller, everyone).  Don’t forget friends and family. Many times we assume they KNOW.  Also, use your work email when communicating in your personal life.  I did this with the travel soccer team I coached and closed a loan with a coach from another town because he saw my company name.

The ‘Like’

Once people know who you are, the next step is helping them like you.

Genuine curiosity goes further than a polished sales pitch.  Ask questions. Listen actively. Show interest in other people's businesses and challenges. People will remember how you make them feel. When you're approachable, authentic, and helpful, relationships develop naturally. Those relationships become the foundation for future referrals.

Pro tip: be a Connector.  When at an event where you know someone in the room is a good connection for the person you just met, make the connection right then.  They will LIKE you for helping them. If there isn’t an instant connection you can make, you likely know someone in your network. Tell them you will make this connection after the meeting.  Again, they will LIKE you.

The ‘Trust’

Trust is where networking becomes business. Trust isn't built during a single conversation. It's earned through consistency. Showing up when you say you will. Following through on commitments. Delivering quality work. Providing value without expecting an immediate return.

Every positive interaction deposits a small amount into your "trust account", and over time those deposits add up. Trust is what moves your name to the top of the recommendation list.

Pro Tip: You must do a face-to-face, 1 to 1 meeting to build the trust.  In this meeting, focus first on this person’s personal story and tell them yours.  Getting personal builds trust and then you can move to focus on each others business details.  My personal litmus test…Would I refer my mother to you?  If you can gain that kind of trust, the referrals will come.

The Long Game

One of the biggest mistakes in networking is expecting immediate results. The strongest business relationships often develop over months or even years.

Example… Your favorite coffee shop.  You didn't become a loyal customer after one visit. First, you knew it existed. Then you liked the experience. Over time, you trusted that you'd get a friendly hello, and a great cup of coffee every time you walked through the door.  Business relationships work exactly the same way.

So, remember: Know gets you noticed. Like gets you remembered. Trust gets you referred.

Mark Harrington is co-owner of Horizon Home Mortgage since 2007 and SMJ Insurance (an Allstate Ins. Agency) since 2011.  My passion is helping homeowners, and those who want to own a home, achieve their homeownership goals in CT and MA.  I also specialize in Reverse Mortgages.  I am a self-proclaimed ‘Power Networker’ and ‘Demographic Nerd’.

Horizon Home Mortgage is a mortgage broker only, not a mortgage lender or mortgage correspondent lender.  CT License#16745 & MA License#MB69164