You like me...right?

There's nothing in this world more important in sales than being liked by your prospect.

A prospect won't listen to you unless they like you, so if you can't get them on your side, you can't create a sale. If they like you, they may listen to you. If they'll listen to you, you may be able to get them to trust you. If they trust you, they just might buy from you . . . .

Everything positive in the sale starts with them liking you, everything negative starts with them not liking you.

These three statements about being liked were made by three top sales trainers. Being liked must be the lynchpin to success in selling, right? I've attended numerous sales workshops and seminars, listened to a great many CD's, and read dozens of books that all emphasize the critical nature of being liked by prospects and clients.

Sounds like being liked really is the key to sales success!! But it is not…..

I work in a profession that has a reputation for being less than honest--for being downright dishonest (it's called sales). Many, if not all, of our prospects have had numerous bad experiences with salespeople. They've been lied to, ripped-off, and taken advantage of to the point they not only have erected a protective wall between themselves, they've also dug a mote and stocked it with crocodiles. They try to avoid us if at all possible, and when they do have to deal with us, they expect us to lie, cheat, and try to screw them to the wall.

Your prospects have met the ‘likeable’ rip-off artist, the likeable liar, the loveable conman; and as far as they know, you're him, and if you are, well, that's just “par for the course when dealing with salespeople.” Prospects aren't surprised to find likable salespeople whom they don't trust. That's the norm. They even buy from them because they can't find someone they do trust. And if you're going to buy from someone you don't trust, why not buy from the one you like?

No, being liked isn't the key to sales success.

But if your prospects find likeable salespeople all around them that they don't trust, what would happen if they found a salesperson they did trust? They'd probably react in the same way as those quoted above--they'd be overjoyed to deal with them even if they didn't like them. Trust (real trust, not the shallow trust salespeople try to create by faking interest in the prospect by asking a couple of personal questions to find--or fake--common ground upon which to build likeability) is difficult to build and once built, easy to wreck.

Although trust is one of the most difficult bridges to build with a client, it is the glue that builds lasting clients. By all means strive to be liked, but work to establish trust.

Trust establishes clients and brings in business, being liked makes it more enjoyable.