One of the most frustrating gaps in business is this:
Clients can like you, trust you and still not buy from you.
Think about the conversations where you knew it went well.
They nodded, agreed and even told you how valuable your work sounded.
And yet, when it came to making a decision… silence.
Because liking you builds trust, but authority is what makes you the choice.
Liking = trust. Buying = authority.
When clients like you, it means they feel comfortable with you. That’s a good start, trust is the foundation of any business relationship.
But when clients choose you, it’s because they see you as the clear authority. The person who can lead them where they want to go.
Trust makes you safe. Authority makes you the decision.
Why being liked isn’t enough
Here’s the trap many service-based experts fall into:
- They lean too heavily on relationships, hoping likeability will tip the scale.
- They think delivering excellent work will speak for itself.
- They avoid stepping into authority, because they don’t want to come across as pushy.
The result? They become the “nice option”, but not the chosen one.
Authority doesn’t mean being louder
Authority isn’t about shouting the loudest, overselling, or pretending to be something you’re not.
It’s about clarity and confidence.
- Clarity in how you explain the value of what you do.
- Confidence in guiding the conversation towards a decision.
- Consistency in showing up as the expert you already are.
When you combine trust with authority, you shift from being liked to being chosen.
The shift to being chosen
If you want clients to choose you, focus on:
- Positioning yourself strongly: Show them why you’re the right fit, not just one of many. Impact is what makes people move.
- Owning your expertise: Stop underselling. Speak from the knowledge you already have, but make it targeted.
- Leading the conversation: Don’t wait for them to decide. Help them see the gap and how the path forward with you will close it.
This isn’t about becoming someone you’re not. It’s about aligning how good you already are with how clients experience you.
Final thought
Being liked gets you friendly conversations.
Being trusted gets you considered.
Being seen as the authority gets you chosen.
And if you’re ready to shift from “liked” to “chosen”, then start by looking at how you position, sell and lead your client conversations. That’s where growth becomes much lighter.