Likeability equals success

February 13, 2014

Ray Barry, Chief Shreducation and Member Relations Officer

“The main work of a trial attorney is to make the jury like his or her client.” – Robert Cialdini, “Influence”

We are all aware that our prospects and clients want to do business with sales professionals and organizations they know, like, and trust. Building the “know” and “trust” has everything to do with building your brand, content marketing, positioning your company as security experts, and the consultative selling method. However, building your likeability is usually not as cut and dry and can be more difficult.

Keep in mind, all things being equal in the sales process, people will want to do business with their friends. So how do you increase your likeability? What are some things you can do to be perceived as more likeable in the sales and marketing processes? What are the factors that cause one person to like another and create a positive reaction? In this case, what are some of the reasons prospects say yes?

Here are some of the main factors to likeability:

• Attractiveness:How attractive is your image? Making yourself as attractive as possible can generate perceived qualities such as talent, kindness, honesty and intelligence. Yet another reason to stay physically and mentally fit.
• Similarity:We like people who are similar to us. Can you find commonalities with other people?
• Compliments:We have positive reactions to positive comments about us.
• Contact and cooperation: We like things and people that are familiar to us. How familiar are you to your prospects?
• Communication: We like people that do what they say they are going to do and stand by it. We like people who communicate well. There is a reason that Ronald Reagan is one of the most well-liked presidents ever.

Great news, in this blog I have only scratched the surface on what makes the most successful companies and sales professionals likeable. At the NAID 2014 Annual Conference April 5 at 11 a.m., we will discuss this concept in much greater detail, show examples of companies that utilize these strategies, and show you how to employ these strategies to make your business more successful. See you then, unless you don’t like me, of course!