The rather old school idea of having people like you as a part of your selling skill has changed. While humans will always consider who they like they will no longer allow this to be the deciding factor.
Why? Because buyers want homeruns and shortcuts. They want problems to go away. They want results the first time. As a result, they are less worried about who they like and more worried about who can deliver. They are looking for someone they can trust.
So if you are a great guy, ask yourself if you are also a man of action and delivery? If you’re a great girl, do you offer a way to close the gap on critical problems? If not, you’re relying on being liked, not being trusted.
In sales we can no longer focus on winning the business with charm and charisma. We have to focus on winning their trust (and keeping it).
So you must ask yourself, what are you doing to be trusted not liked?
(Image by Tim Parkinson)
About Justin McCullough
Justin McCullough is mentor, marketer and leader with more than 10 years of selling experience from startups to large corporations. Justin’s experience ranges from advertising agencies to newspapers and web development firms to book publishers. You can find out more about Justin at www.justinmccullough.com or www.leader4hire.net .