Building Know, Like, and Trust // The Secret Sauce of Relationship-Based Selling

If you’re a creative entrepreneur or agency owner, you know that sales isn’t just about pitching a service and hoping for the best.

It’s about connection, trust, and building relationships with people who are as excited about your vision as you are about theirs. When you prioritize relationship-based selling, especially during the discovery phase, you’re not just closing a sale—you’re opening a door to a relationship that will set the stage for smooth delivery, repeat clients, and referrals.

Here’s why the “know, like, and trust” factor matters so much and how to make it work for your business.

KNOW - LIKE - TRUST - Why it’s non-negotiable in relationship-based selling.

The discovery phase is when you’re learning about your potential client and, equally important, when they’re learning about you. This stage isn’t about dazzling them with every bell and whistle you offer; it’s about creating a connection that tells them you “get” them. When you’re rooted in building that “know, like, and trust” foundation from the start, you’re setting up a relationship that will pay dividends down the line. Here’s how each piece of the puzzle comes into play:

KNOW

Your potential client needs to know who you are, what you stand for, and how you work. Share your story, show your expertise, and let your unique brand personality shine. Authenticity here makes you memorable and establishes a baseline level of comfort.

LIKE

Let’s face it: people are more inclined to work with those they genuinely like. Be personable, be relatable, and don’t be afraid to let some personality shine through. Whether it’s a shared laugh about a business mishap or a little humor in your emails, these moments help you connect on a human level.

TRUST

Trust is built by showing up and being reliable. Offer value in your conversations, listen actively, and be upfront about what you can (and can’t) do. Remember, trust is rooted in honesty, so don’t overpromise. Give your prospect the confidence that you’ll deliver, no fluff required.

Why relationship-building makes the sales process smoother.

When you approach sales with a relationship-first mindset, the process is less about pushing to close and more about serving. Here’s why building that bond during the discovery phase creates a more seamless experience:

Mutual Understanding

As you get to know each other, you gain insights into what truly matters to them. Instead of generic pitches, you can tailor solutions that resonate with their specific needs. They feel heard; you feel prepared.

Lower Resistance

The “like” factor means they’re less likely to question every little thing, and the “trust” factor means they’re confident in your recommendations. When you get on the same page early, you’re setting a tone that says, “We’re in this together.”

Clearer Expectations

By listening deeply and clarifying your process in a conversational way, they’re not in the dark about what to expect. This heads off potential issues and sets the stage for an enjoyable collaboration.

Strengthening the relationship during delivery.

The benefits of relationship-based selling don’t stop once the contract’s signed. You’ve put in the work to build “know, like, and trust”—now, it’s time to show them that it wasn’t just talk. Here’s how the initial bond you created fuels the delivery phase:

Better Communication

Because you’ve built a foundation of trust, your client is more comfortable sharing honest feedback. When hiccups arise (and let’s be real—they always do), it’s way easier to address them with clients who feel like they’re heard and understood.

Client Buy-In

If you’ve already gained their trust, they’re more likely to be on board with your recommendations and decisions during the project. This buy-in streamlines processes and reduces back-and-forth, making the delivery smoother for everyone.

Higher Satisfaction, Repeat Business, and Referrals

Clients who feel cared for and valued are the ones who come back and bring others with them. Relationship-based selling transforms satisfied clients into enthusiastic advocates for your brand, which is the ultimate ROI.

Tips to build know, like, and trust from day one.

So, how do you actually put this into practice? Here are some ways to weave relationship-building into your discovery process without sounding like a robot or a sleazy salesperson:

Be Curious

Ask questions, but don’t interrogate. Show genuine interest in their goals, challenges, and what keeps them up at night. Understand their “why” and let that shape how you pitch your solution.

Add Value Early

Offer insights, suggest solutions, or share relevant resources—even before you’re officially working together. This shows you’re invested in their success and not just chasing a sale.

Be Human

Business is important, but you don’t have to be all business. Share a little about yourself, find common ground, and don’t be afraid to laugh or show a little vulnerability. These small touches make a big difference.

Keep it Real

Honesty is essential for trust. If something they’re asking for isn’t in your wheelhouse or if you see a challenge on the horizon, say it upfront. They’ll appreciate your transparency, and it’s always better than trying to backtrack later.

Let your relationships skillz do the selling.

Relationship-based selling isn’t a “hack” or a trick. It’s an approach that values genuine connection and mutual success over short-term gains. Growing your “know, like, and trust” muscle is so important. You’re not only making the sales process easier but also building a foundation for a productive and rewarding client experience. So go ahead, lean into the relationship—you’ll find that when you sell with heart, the results follow naturally.