Many sales people have learn that the key to selling is getting people to like you. Well, getting someone to like you is not going to close sales during a business recession. It is amazing that this misconception is embraced by so many as the essence of relationship selling. Hopefully this article will clear up why liking doesn’t make a relationship nor put money in your pocket.
In the professional arena, as well as in personal situations, “people liking you means” they get from you something they want. In a selling situation, if you want someone to buy from you (like you), give them or deliver the results they want better than other alternatives. It’s not about being cordial, good looking, funny, etc. It’s about helping the other person get done what s/he has to do with less effort and risk, and/or with the assurance of bigger rewards.
So the moral of this story is to focus on the results people want for themselves. Don’t assume you know what they want. Let people tell you in their own explicit language. In this way you may learn something you don’t know, and they will know for certain that you do know. It’s nice to be liked, but without the results, it doesn’t buy much. Think of it this way, people will buy from someone they don’t like if they get what they want. The opposite is not true.
For the full article - C- Level Relationship Selling during This Recession Requires More than Getting People to Like You click this link.