The More Meetings You Have, the Fewer Clients You’ll Get

Advisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives.

We’ve all been told that people buy from those they know and like. But if that were the whole truth, then you’d have far more clients.

The truth is that people buy from whom they trust.

But what does trust mean?

In business, liking someone and trusting them are two different things.

You can trust that someone is going to be very effective at their job without wanting to be their friend.

And you can like someone, but not trust that what they’re selling is right for you.