You have heard it before, “People buy from people they like.” OK, I can understand that if 10 sales people with equal skills, selling the same product, were all lined up and you could pick the one you like. Hmm, let me know if that has ever happened to you. Maybe in a retail setting you might get some choices. If you are trying to buy a new suit and don’t like the sales person, you could ask to work with another.
The more likely business scenario is not so easy. Let’s image a great new product is announced and you really need it. The sales person calls on you but you really don’t like her, for some reason. You will probably buy the product and keep contact with the sales person to a minimum. Surely down the road some time, another company may offer an equal product and you actually like the sales person. So you switch.
Sales people, if you just rely on being liked, you will have lots of friends and conduct great sales calls. But unless you do the real work of selling, you will not have sustained success. We all know some really nice sales people who rely on the power of their personality to sell, but rarely make their sales targets. If you want sustained success, learn the customers business, and practice strong fundamental selling methods. Spend 2 hours of preparation for each hour of customer face time. Study the customer, their industry, and their business. Research their problems and all potential solutions. Do these things and your odds of success with dramatically rise, even if you are not the most likable person.
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