Why do WE think Customers need to ‘Like’ us?

I have worked beside some of the best in the business. I have spent years watching and learning. I have also spent years seeing what Sales Managers in my industry seek. I watch as people I thought I understood go for the “pretty face” or the “smooth talker” with an assumption that they can be taught the sales skills needed.

I can’t say that every one of the hires I see across the industry have failed, and certainly not all of them have been successful. But I do see a philosophy right out of the 50’s perpetuate. The idea that “Customers buy from people they like.” This certainly can be partially true, but I do know that Customers buy from people they trust fair more often than from people they like.

Most sales organization I have been around and involved with have used a similar sales methodology, which involves a “warm-up” phase. This is the time you spend (can certainly vary) to get your customer to “like” you before you launch into the “selling” phase of an appointment. This is a phase, I spend entirely no time on, as in my opinion, it adds little value to my relationship with my customers. I don’t feel the need to look around the room and let the customer know I like their things, I don’t feel the need to talk about their car. I am not a jerk, I just respect my customers’ time more than that. The only “warm-up” I tend to do is to let me customer know that I am there to answers THEIR questions and to present them with whatever information they need to make a buying decision and then I will be on my way.

I spend a decent amount of time assessing the problem. I ask plenty of questions to not only assess the situation but the customers wants for a solution. I find that by being straightforward and by being an expert in my products that my customers respect me. It doesn't hurt anything to be likable, but trust is far more valuable.

My wife, family and friends like me…My customers TRUST me. That is my value to them and why the buy from me more often than not.