Know, Like and Trust - And the Winner Is?

Bob Berg states in his best seller "Endless Referrals" that "All things being equal, people will do business with, and refer business to, those people they know, like and trust." This has become an axiom in almost all arenas of marketing. But, one of the three factors has a more obvious influence than the others. One factor far out weights the other two. Which would you choose? Knowing? Liking? Or Trusting?bing