This is a YouTube video titled "Sales Psychology: Beyond the 'Know, Like, and Trust' Paradigm" containing a monologue or talk discussing the misconceptions around the sales principle of building 'know, like, and trust.' The speaker challenges common beliefs about customer buying behavior and coaching, emphasizing conviction and competence over likability. The content was created in February 2025.
It's this paradox, right, where people say build no like and trust, which is also why I'm not really into that. I think that that goes against what it is that that is required of you to be a good coach. Because sometimes you have to speak to people's potential and onto the garbage that they bring in the room. But we're constantly bombarded with. But people, you know, need to buy from people that they know like and trust, which isn't true. People buy from people who feel com and competent and they buy from you because you are so convicted that their process is going to help them. In fact, I'm not entirely convinced that people are walking around feeling so good about, you know, feeling like, oh man, I just love the grocery store walkers. No, they buy from them because they feel so bad about themselves and feel afraid that if they don't, that they're gonna die. So let's not help. That's not how you just learn making buying decisions. And so that's why it's the people. That's why I, you know, the people pleaser in me is like, oh, if you're so focused on trying to build know like and trust but don't care what everyone thinks, like that that's a paradox. That doesn't, that's not, that doesn't work. That's causes you to be bland.
