A woman attends her third Tupperware party in one week. She knows she will buy something she doesn’t want, but feels obligated to a friend. A prospect agrees to a meeting referred by a friend. He mentions that he already has a financial advisor but agrees to buy an annuity on the second appointment. A car salesman in Detroit sends out a photocopied “I like you” every three months to his prospects. His production is more than the combined sales of the next 100 top producers in his company.
If this sounds frivolous, you are right … and wrong. Striking achievements are made by very successful salespeople based on a very simple rule. We tend to do business with those we like. Yet “liking” is frequently mentioned, but not often defined.
What is it about those we like that attracts us and creates compliance and commitment? And how can you use these laws to ethically influence your prospects to become long-term clients?