Know, respect, trust 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 switc...