We’ve all heard the saying that we buy things from people that we “know, like and trust”, and I agree with that. I’d much rather purchase something from someone that I know, who I find likable, and who I trust.
In recently reading the book “How Clients Buy“, the authors worded it slightly differently every time they said it, by saying “know, respect, trust” instead. It was clearly an intentional choice of words, so it got me thinking about why they chose to make the switch.
Like vs Respect
The words “like” and “respect” certainly overlap a lot, but there are some key differences. I think the big difference is in how you prefer to interact with someone. You can like someone for being fun and enjoyable to be with, whereas you respect someone for their capabilities, integrity, or accomplishments.
As I was trying to think about specific people in my life related to this, pretty much all of them fit both words; I like them and enjoy spending time with them, and I also respect what they do and how they think.
I had to go outside of my immediate circle to think of folks that only fit one criteria, but I see it like this:
- There are politicians that I respect what they do, but I don’t really like them.
- There are people I know that I really like because they’re goofy and funny, but I don’t really respect them.
It’s a fine line, for sure. I certainly will work to gain the “know, like and trust” from those around me, but swapping out “like” for “respect” makes it just a little closer to what it’s really all about.
