Section 1 – Discover the Power of Know, Like, Trust

In this first module, you’ll explore the significance of the Know, Like, Trust factor in your school. Additionally, you’ll determine the importance and benefits of cultivating the emotional intelligence which underpins its success. These steps will provide a solid foundation to keep you focused on putting Know, Like, Trust into action. 

  • Lesson 1: Decipher the Core Concepts
  • Lesson 2: Leverage Emotional Intelligence for Success  

Lesson 1: Decipher the Core Concepts

Benefits of Know, Like, Trust (or KLT for short)

Focusing on integrating these three components into your business creates a strong foundation for your long-term growth.

Successful business is about building lasting relationships with your customers. KLT will help you get there through the following:

  • Increased sales. Customers who have a positive relationship with a business are more likely to enroll or use your added services.
  • Greater customer loyalty. Customers who trust a business are more likely to stay enrolled and recommend the business to others.
  • Enhanced reputation. A business with a strong KLT Factor is more likely to have a positive reputation, which can attract new customers and increase overall business growth.

Know, Like, Trust works for all businesses. It has particular advantages for service businesses like yours, where family investment is often relatively high. In caregiving, it’s more challenging to pinpoint the real, tangible benefits for your potential customers. The more you increase the KLT Factor, the better.

Let’s look at an overview of each principle:


Before someone buys from you, they need to know who you are, what you offer, and how it will benefit them.  

Therefore, the Know in the context of Know, Like, Trust means raising their awareness of your program and what makes you unique. It’s the first step in building a long-lasting relationship.

Make it easy for your target market to get to know you by sharing valuable content, such as blog posts, social media posts, podcasts, or videos.


Consumers prefer buying from brands they like. But remember, people’s tastes differ, so you won’t get everyone to like you.  There will be people who don’t want what you offer.  That is a good sign.

Likability in the context of Know, Like, Trust starts with being open and honest, staying true to who you are, and sharing your school’s personality with your followers.

Show you’re a human being and not a faceless corporation. Share your brand values, be authentic, and engage with your ideal customers to make your brand likable. 


In the context of Know, Like, Trust, you demonstrate to your customers that you’re a reliable and trustworthy source of products or services.

You want your customers to trust your business and believe you’ll deliver what you promise. Before they act, they want to be reassured they’re not taking too much risk enrolling with you. 

When a customer trusts you, they’re more likely to make a purchase, become a loyal fan, and recommend you to others. Achieve this by being transparent, committing to excellence in customer service, and listening when things go wrong.

Here are some examples from business to consumer companies to illustrate KLT in action:

Example 1

Ethical Elegance Fashion is a small online boutique clothing store that has managed to attract a loyal customer base that supports its commitment to eco-friendly fashion.

This business has successfully incorporated the KLT Factor into its operations, allowing it to thrive in its niche.


Ethical Elegance Fashion has prioritized building a solid online presence and brand awareness. They achieved this by:

  • Engaging with their target audience through various channels, including social media platforms like Instagram, Facebook, and Pinterest. 
  • Sharing high-quality content featuring their eco-friendly clothing lines.
  • Offering behind-the-scenes glimpses of their sustainable manufacturing process and stories of their environmental causes.
  • Maintaining a regularly updated blog on their website, sharing valuable tips on sustainable fashion, styling advice, and other relevant topics to showcase their expertise and attract potential customers.


Ethical Elegance Fashion has made it a point to create a likable brand personality. Understanding that people are more likely to support businesses they can relate to and feel a connection with guides their approach. The company achieves this by:

  • Using a friendly and accessible tone in their communications. 
  • Responding quickly to customer questions and feedback.
  • Encouraging followers to share their own content, and share photos of themselves wearing Ethical Elegance Fashion outfits. This creates a sense of community among their customers and serves as social proof of the brand’s popularity and desirability.


Building trust is essential, especially when selling products online. Ethical Elegance Fashion has put considerable effort into building customer credibility and trust. They achieve this by:

  • Providing detailed product descriptions, sizing charts, and high-quality images. This gives customers a clear idea of what they are purchasing.
  • Offering a hassle-free return and exchange policy, demonstrating their confidence in the quality of their products.
  • Displaying genuine customer reviews and testimonials prominently on their website, showcasing positive experiences from satisfied buyers.
  • Partnering with recognized eco-certification bodies to validate their sustainability claims and provide third-party verification.

Example 2

Nourish Palate Pro is a successful service business that offers customized meal preparation and delivery services. This company targets health-conscious individuals, fitness enthusiasts, and people with specific dietary requirements.

They have effectively incorporated the KLT Factor to build a strong client base and establish themselves as a reputable service provider in the health and wellness industry.


Nourish Palate Pro prioritizes making themselves known to their target audience. They invest in various marketing channels to raise awareness about their service, including:

  • A professional website. They have a user-friendly and informative website that showcases their menu options, pricing, and benefits of their meal preparation service.
  • Social media presence. They maintain active profiles on platforms like Instagram, Facebook, and TikTok, where they share mouth-watering images of their prepared meals, client testimonials, and health tips.
  • Local events and collaborations. They participate in health and fitness expos and community events and also collaborate with gyms and wellness centers to get their brand in front of potential customers.


Nourish Palate Pro understands the importance of building a likable brand and positive customer experiences. They achieve this by:

  • Offering excellent customer service. They’re about providing clients with the support they need and immediately addressing any questions or concerns that come up.
  • Customization options. They allow customers to customize their meal plans according to their dietary preferences, restrictions, and fitness goals, showing they care about meeting individual needs.
  • Social engagement. They actively interact with their audience on social media, responding to comments and engaging in conversations, creating community and trust.


Building trust is critical for any service business, especially when handling food and health-related matters. Nourish Palate Pro focuses on building trust with their clients by:

  • Quality and safety. They prioritize using high-quality, fresh, locally-sourced ingredients in their meal preparations. Additionally, they adhere to strict hygiene and food safety standards in their kitchen operations.
  • Testimonials and reviews. They display genuine testimonials and reviews from satisfied clients on their website and social media platforms, showcasing the positive experiences of previous customers.
  • Transparent pricing and policies. They are upfront about their pricing, delivery schedules, and cancellation policies, which helps establish transparency and reliability.

Example 3

Inno Cloud Pro is a successful business to business technology company that provides cloud-based software and services to other businesses. This enables them to streamline operations, enhance productivity, and scale efficiently. They have effectively incorporated the Know, Like, Trust Factor to establish themselves as a reputable and trusted partner in the competitive technology industry.


Inno Cloud Pro focuses on making themselves known within their target market. They achieve this through various marketing and networking strategies, including:

  • Industry events and conferences. They actively participate in tech conferences, trade shows, and industry events, showcasing their innovative solutions and expertise to potential clients and partners.
  • Thought leadership content. They produce valuable content, such as blog posts, whitepapers, and case studies, highlighting their knowledge and understanding of the industry’s challenges and solutions.
  • Webinars and workshops. They host webinars and workshops on relevant topics, placing themselves as subject matter experts and providing valuable insights to their audience.


Inno Cloud Pro understands the importance of building a likable brand and fostering positive client relationships. They achieve this by:

  • Personalized approach. They take the time to understand each client’s unique needs and challenges, tailoring their solutions to align with specific business goals.
  • Responsive customer support. They provide excellent customer support, ensuring quick responses to questions. They also offer ongoing assistance to ensure the smooth implementation and use of their products and services.
  • Collaboration and partnership. They actively seek client feedback and value their input, often incorporating client suggestions into product updates and enhancements.


Building trust is paramount for a B2B tech company, as clients need to rely on their solutions for critical business operations. Inno Cloud Pro focuses on building trust with their clients through the following:

  • Robust security measures. They prioritize data security and implement industry-leading security protocols to safeguard their clients’ sensitive information.
  • Client success stories. They share success stories and case studies of how their solutions have positively impacted other businesses, demonstrating their track record of delivering value.
  • Long-term commitment. They emphasize building long-term partnerships with their clients, showcasing their dedication to helping businesses grow and succeed over time.

As you introduce Know, Like, Trust into your business operations, you’ll see that sometimes there are overlaps in the concepts. For example, honesty and authenticity build trust and make you more likable. We’ll keep the three separate as much as possible for clarity but be aware of this as you go through the course. 


  • Successful business is about building lasting relationships.
  • Integrating elements of know, like, and trust into all aspects of your business will help you grow.

Action Steps:

  1. Identify three businesses that you know, like, and trust. Write down what you know, like, and trust about them, given the definitions in the lesson.
  2. Select your top three competitors. Look at their online presence and write down what you believe their customers know, like, and trust about them.
  3. Using insights from the above exercises, summarize how each concept (Know, Like, Trust) applies to your business.

Lesson 2: Leverage Emotional Intelligence for Success  

What is Emotional Intelligence?

Emotional intelligence is a way of interacting with others at an emotional level. The term was coined in the 1990s and popularized by the work of Daniel Goleman.

Goleman developed a framework with five components to explain the concept: Creating an Enduring Connection with Your Market

1. Self-Awareness

Self-awareness involves recognizing and understanding your thoughts, feelings, triggers, biases, and emotions, which can all affect your interactions with others.


A customer has contacted you as they’re not happy with the tech support they’re getting as part of their service package. 

If you’re self-aware, you’ll be able to first recognize any feelings of defensiveness you may have and then set them aside. You’ll be able to listen openly and respond objectively to their feedback so you can resolve the matter. This makes for a better relationship for you both.

2. Self-Management

Self-management means that once you’re aware of your feelings, you can learn how to deal with them appropriately.


A supplier is late fulfilling your order, so you now have to disappoint customers, and you may lose business. You’re understandably angry and frustrated. However, you know that entering into conflict with your supplier isn’t going to help this situation or your future relationship. 

You choose to stay calm, express your concerns openly, listen to what they say, and look for a mutually beneficial outcome. This will either preserve the goodwill relationship for the future or show you need to start looking for another supplier if it’s a common occurrence.

3. Motivation

As a small business owner, you must be self-motivated to drive your success toward achieving your goals.

You can stay highly motivated by setting achievable targets and overcoming challenges.


You want to expand your business into new markets. You recognize this is a bold goal, so to keep up your motivation, you break this down into smaller, manageable milestones. Each time you achieve a milestone, you celebrate your progress, rewarding yourself and reinforcing a positive mindset.

4. Empathy

Empathy means seeing the world from the other person’s point of view. By putting yourself in your customers’ shoes, you’re in a much better position to help them by tailoring your products or services to meet their specific needs.


You want to introduce a new product line. You’re sure it will appeal to your target market, but before launch, you decide to listen to your customers. You send them a survey to gauge their opinion.

From the answers you receive, you can refine your original idea and produce a product that aligns more closely with their needs. It is also more saleable. 

5. Social Skill

In the context of emotional intelligence, social skills include active listening, effective verbal and nonverbal communication, rapport building, conflict resolution, and influencing skills. The more highly developed these skills are, the better you’ll be able to communicate with everyone.


A customer has complained about the late delivery of a product. Although the shipping is outside your control, you want your customer to be happy. You use your social skills to establish a rapport and move toward a resolution. By handling the complaint compassionately, you show the customer you care about them as a person, not just as a sales figure, and therefore turn a negative into a positive.  

How Emotional Intelligence Affects Know, Like, Trust

You can see that emotional intelligence is vital for successful outcomes in all interactions. Cultivate the KLT Factor, and you’ll build authentic connections. These are the backbone of successful marketing and relationship-building efforts.

Let’s look at the role it plays in each of the principles:

  • Know. As you strive to know your audience better, your emotional intelligence will help you recognize and empathize with their needs, challenges, and pain points. This means you can effectively communicate your marketing message in a way that resonates with them. 
  • Like. Emotional intelligence enables you to actively listen to your audience’s worries, show empathy, and offer valuable help. This develops your likability in their eyes. 
    • By encouraging engagement and personal interactions, you’ll build rapport and become likable and relatable.  
  • Trust. Building trust requires consistency, integrity, and authenticity, all of which emotional intelligence enhances. Understanding and managing your own emotions will promote confidence in others. 


  • Cultivate emotional intelligence to help you navigate your emotions effectively.
  • Integrate emotional intelligence into the elements of KLT for successful marketing and relationship-building. 

Action Steps:

  1. Refer to the businesses you identified that you know, like, and trust from the previous lesson. Pick examples in which they used emotional intelligence in their business dealings with you and note the effect this had on you.
  2. Identify two business interactions you had with a customer or colleague, one with a positive outcome and one with a negative outcome.
    • Examine where and how your emotional intelligence played a role in each example
    • Write down any insights this gives you.
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